www. Where Did the Website Go!?

September 8, 2010

By Cara Brooke Schultz

Last week, I was on a particular website looking at flights. In an attempt to be a savvy consumer I decided to check a competitor's website for pricing information. To my dismay, the website wasn't working. I checked the url, thinking perhaps I had typed it wrong. No — website was definitely down. This got me thinking, what do companies do when websites crash?

My first instinct in the digital marketing realm would be to reach out to all of my fans/consumers/customers via social media. I would write a quick 140 character tweet letting people know we were aware of the situation, we apologize for the inconvenience and will hopefully be back up and running sometime soon (which is precisely what this company did).

Just last week I noticed a company in the fashion industry have issues with the update of its website. Unfortunately the update caused the website to be temporarily unavailable for a few hours in the middle of the day. The company posted an apology on its Facebook fan page and received nearly 100 comments in a few hours.

Does your organization have a strategic plan in place on how to respond if your company's website should be temporarily unavailable? What department would handle the outreach, or is it multiple departments working together? Tips, suggestions, best practices — feel free to share!  

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