Facebook, as a company and as a social media network, are facing difficult times. It is increasingly facing problems in digital security and disinformation of its users.
The Wall Street Journal still publishes reports based upon internal company reports. However, they have had to deal with 8 major disconnections in 2021. Some were more localized than others, like the one at the start of the year. October 2021.
It’s not uncommon to observe how quickly users turn to other platforms, such as Twitter, to protest these types of situations.
Facebook’s fall and subsequent discomfort for users has had economic consequences. For example, the stock market decline of nearly 6% of the company has led to the loss of almost 6%.
Twitter shared some unfortunate stories and published one comment: “Hello literally everybody!”
Three words instantly unleashed an avalanche unpredictable messages and dialogues throughout the afternoon on October 4, 2021.
Other brands and companies were able to respond humorously to the simple message. They used a combination of marketing agility and attempted crisis communication (in case of technical problems).
This innovative strategy has allowed Twitter to compete with Facebook in darkest hours.
Beyond the usual memes, what would happen next demonstrates how easy it is to monetize any trend that emerges from corporate digital communications.
The provocative tweet was received by large corporations as well as small and medium-sized businesses and accounts from various types.
*unmutes mic*Hey everyone.
This was an improvised and agile marketing strategy that had great impact. It has received organic responses from customers and other users demonstrating the use of a product with the intent of encouraging others to join the chain.
As @EvitorialPage pointed out, the effect was very unexpected and unplanned.
pic.twitter.com/i6buo2upLd
Although it is difficult to quantify the impact of these communicative actions yet, there are positive examples such as when a user responds to Starbucks intervention by sharing a photo of his current cup of coffee, or when a girl questions Tim Hortons about settling in India, or when a separate conversation about UNO cards is started after the official greeting to the game account.
A possibility was also opened for the publication educational and awareness-raising messages as with Amnesty International.
It is a reminder to not send abusive or toxic tweets via Twitter. We are all here at a time when many of us are, but also every day.
It was impossible to miss, and so much exposure and social effervescence gave birth to the now-famous trolling on Twitter.
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Perhaps due to the crisis communication strategy and pressure from the environment, the official WhastApp and Instagram Twitter profiles also took part in the dialogue.
They sent out official messages apologizing for the situation and promising to fix it as soon as possible. However, they also received support from other tech actors like the Calm app.
hello!
Every message from each brand, company or product has been able to host alternate dialogues after the initial response on Twitter.
This means that a space was created for dialogue between companies, and their audiences, from a chaotic event. It happened simultaneously and in real-time, which is impossible to plan in a digital strategy.
Business students at universities and business institutes place a lot emphasis on the importance planning resources, time, and effort around digital communication actions for promotion or information purposes.
The volatility of events such as the fall in Facebook’s digital service shows that people responsible for internet channels, community mangers, need to be able to use this type of situation and to also know the code of each platform’s message, betting on differentiated efforts.
We can’t forget that Netflix and The Squid Game have been popularized as memes about the digital event often reference scenes and characters from these already popular series.
This article was published in The Conversation
