Dodging the Whales and Keeping Your Sanity
Dodging the Whales and Keeping Your Sanity
Normally when I log on to my computer for the day, my Echofon Twitter client will show tweets in the low hundreds - I follow a rather chatty cadre of Tweeters. This morning, however, the traffic was lighter than usual, though one message did jump out at me: a complaint about the omnipresent "Fail Whale" graphic that everybody seemed to find today when they tried to record their daily greetings and pitches. As convenient as social media is when it works properly, when it goes down for an undetermined amount of time it appears the world stops - this despite the fact that we as a civilization have done well for centuries past without it.
Of course, working in social media, I understand the frustration. As a writer, I use Twitter to promote my works, and as a Twitter user I follow certain businesses that advertise to me, and friends with whom I like to stay in touch. When Twitter fails, I may not receive a time-sensitive promotion in time, and I can see how that would frustrate somebody who uses social networks to sell. For me, the opportunity to promote is held off temporarily, else I can wait until Twitter is functioning again and I start a new campaign. Regardless of the reason you use this social platform, there are ways to survive the looming Fail Whale and continue your marketing.
Turn Your Focus Elsewhere - If you use Twitter, most assuredly you have a Facebook page as well. If you're like me, however, the followers on Twitter may greatly outnumber your Facebook fans, but if Facebook is running well there's no reason why you can't market to that attentive audience more aggressively. If you have your accounts set up for Twitter to feed into Facebook, just directly post onto your page what you have planned. When Twitter is up and running again, simply post your FB page link and encourage your followers to catch up on what they missed.
Have a Back Up Plan - You may feel overwhelmed as it is to have so many social accounts for marketing - Facebook, Twitter, MySpace, LinkedIn, and so forth. However, one will argue that securing accounts on minor sites helps solidify your brand. If ever you become frustrated with Twitter outages, Tumblr offers a nice alternative for imparting news. With a Tumblr account, one can post short notes, share audio and video, blog stories, and even integrate the social site with others, like Twitter and Facebook. With this account, you can connect with established friends on the other media sites and never miss a word.
When in Doubt, Retweet - Lately, I've noticed some users are retweeting themselves on points they really want to get across. They don't do it consistently, maybe a retweet after half the day has passed, but as repetition is one tool used in marketing to get customers to recognize your brand, it's not a bad idea if done properly. If you fear a Twitter blackout has swallowed your campaign messages, check your free and retweet the pertinent posts, the links and the sales. If a follower has to wade through a few hundred accounts, chances are he/she may have missed it the first time around even if it did get through.
When Twitter fails, for a minute or even longer, it's not the end of the world. It presents the beginning of opportunity for thinking outside the box and finding another way for your marketing to work. Sit back, take a break from the Fail Whale, and see what other fish are in the sea.
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