Is your campaign platform dependent?
- 3 Comment
It’s your client’s launch day for that big social campaign. You’ve got your hashtags in place, content ready, social media release on stand by and a fan base ready to mobilize. As you prepare to send out that first tweet, Facebook post and Flickr photo you realize that one or more of the social networks is down. “OMG! Twitter is down!”
What do you do? I went to Mari Smith (@marismith), Social Media Speaker and Thought Leader and Coauthor of Facebook Marketing: An Hour A Day who shared some great advice. In her advice (see below) Mari mentions having a backup plan in place prior to launch dependent on social media. Here are a few tips to help you get started on that back up plan:
- Expectations management with key leadership. Don’t scare them, but let them know in advance what you’ll do if a social network isn’t working the day of your launch. This may include postponing the launch 24-hours or until you’re certain the network is once again stable.
- Have a campaign backup. Sometimes it’s not the network that goes down, but the person running the campaign. Make sure there is a second in command ready to carry out the tactics.
- Develop language/content for your website or another main online hub to inform participants on campaign status. This is especially important if the networks crash in the midst of your campaign. Hope that you never have to use it, but have ready in advance of the campaign with all necessary approvals.
- Back up and/or save what you share online and who is sharing with you. If a social network loses the ability to capture data during a campaign, you should have a plan in place to collect information. (For example, on Twitter you could purchase a service like BackTweets to help monitor the reach of your information.)
Now, Mari’s advice:
1. What do you do if you built a campaign to launch via a social network and the network goes down on launch day (or during launch event)?
I’m a big fan of the “hub and spoke” model. A company’s central place on the Internet should be their website and blog. Then all their social profiles are outposts for meeting the members of those social networks who have specific preferences where they like to hang out. To keep account hacking to a minimum, use secure browsing if possible (https://), use long and cryptic passwords that you change fairly often, be rigorous with who has access to those passwords and set up alerts for when someone logs into your account (Facebook offer this feature). If an account gets hacked or is deactivated for some reason, immediately contact that social network. It can be difficult to get support directly from Facebook; I actually compiled a list of over 120 contact forms at: http://www.marismith.com/how-to-contact-facebook-a-directory-of-120-forms/ and there are forms to report hacking. If a social profile isn’t reactivated promptly, I would recommend publishing a blog post to inform your online community what happened. For a network going down, fortunately, there is a fair bit of overlap between all the networks. If Twitter goes down, active tweeters may use Facebook more often and vice versa. Most social network users know that a platform won’t be down for long.
3. Anything else?