A timely reminder to diversifying your marketing efforts 

On Tuesday morning, the 5th of October, New Zealand awoke to a strange thing  – one of the world’s biggest social and business platforms was offline, taking down not only Facebook but Messenger, Instagram, and WhatsApp. 

This wasn’t the first time there’s been an outage at Facebook, but at around six hours it was the longest that the behemoth platform has been offline since its inception. 

While some individuals celebrated the break from their timeline, for many social-first business owners the outage sparked a real crisis: how could they communicate with their customers, market their products, and make sales when their biggest digital communication tool was offline? 

So what can we take away from this outage, and how can you protect your business against such risks in the future? 

The collateral damage of Facebook’s outage

Facebook itself is estimated to have lost around US$163,565 for every minute they were offline, adding up to roughly $60 million in lost revenue for the entire six-hour outage, not to mention the Facebook share price collapsing by approx. $7 billion. 

The platform is used by more than 3.5 billion people around the world, and for many online, social-first businesses it serves as their primary point of contact with their customers. 

The damage to these businesses isn’t an up front cost – Facebook’s ad platform is designed to charge advertisers based on engagement metrics such as impressions, clicks and conversions, so if the platform is down and no one is seeing their ads, nothing should be charged. 

The real cost to businesses comes from the lost opportunities and interruption to their pipeline of customers. If a business is used to having X number of people click through their ads to make an inquiry or sale, and for half a day none of those people can see or click anything, that loss of inquiries will be felt further down the pipeline. 

The ongoing risk to being 100% social 

For these businesses who use Facebook as their primary point of contact, the loss of access to the platform would have been an incredibly stressful, challenging time. How long would it go on for? How many customers might they lose through this? Will this type of thing happen again? 

The risk of putting all your digital eggs in one basket is greatest exemplified by Tuesday’s Facebook outage: your business is at the mercy of the platform, its algorithm, and its updates. 

At Sprocket Digital, we never recommend going all in on a single channel  – we advocate for an omnichannel approach to digital marketing, which involves a combination of several different channels and platforms to create a stronger, holistic digital strategy. 

By diversifying your marketing, you also lower the risk of being financially hurt by any major algorithm changes, outages, or other unexpected hiccups. 

What you can do to protect your business 

We’re hoping, of course, that there won’t be any more major platform outages in the future, but no one can promise that. 

The best thing you can do to protect your business for the future is invest in a diversified marketing strategy that encompasses multiple platforms, and integrates them all into an omnichannel strategy. 

An omnichannel marketing strategy provides a seamless customer experience across digital touchpoints on the user end, while allowing you greater flexibility to use multiple marketing channels as needed to reach your business goals. 

This may include email marketing, social media marketing, Google ads, and SEO

In a traditional multi-channel marketing strategy, each channel would be managed individually or a focus would be put on one or two channels. In an omnichannel strategy, the different channels are all managed together, meaning decisions regarding spend and optimisation can be made faster across them all. 

This means that next time there’s a change to the algorithm or the platform goes offline, your entire sales pipeline won’t go down with it. 

Embrace omnichannel marketing with Sprocket Digital 

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If you are looking for a result-focused agency, you can't go wrong with Sprocket!Beautiful You Holidays ★★★★★ Covid lockdowns meant complete operational shut down for our small NZ owned business. However, in the last few months we have finally got back up and running again with the help from Josh and his Sprocket team.Their understanding, resources and communication has been unwavering in this process and we have seen measurable results month on month. Trust plays a big role in digital marketing and I believe their formula is full proof.Sprocket has had a big role to play in getting our small business back on it's feet. I couldn't recommend this company enough!NZ-Online-Pharmacy ★★★★★ The results speak for themselves. Our website has been lifted to the next level, in both hits & resulting translations into physical orders. 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We found the company friendly, accomodating, and they helped us to develop our knowledge of the business analyticsLance Metz ★★★★★ Sprocket has been an incredible digital marketing partner, helping us grow our monthly turnover. They are extremely helpful and are quick to respond to any needs we may have. I would highly recommend for any company looking to take on a digital transformation journey.Matt Boylan ★★★★★ This is the second time I have used Sprocket Digital in my role as Marketing Manager for small to medium sized businesses. Given our marketing team is very small and we don't have a specific digital marketing resource internally, it gives me peace of mind knowing that all our digital needs are being outsourced to Sprocket. On both occasions of working with Sprocket, the team have very quickly got up to speed on our business. The setup is seamless and my regular meetings with the team help to identify opportunities for us to leverage. The entire team are really knowledgeable and down to earth even though they have some very experienced people working on our account. I would highly recommend Sprocket to any other business who wants expert advice and guidance on their digital marketing with an accessible and down to earth approach.Dylan Carter ★★★★★ Sprocket Digital is the real deal! They have turned our company around in our initial month of working with them and I could not recommend them more.The team is super helpful always making the time to have meetings with us and answer our endless amounts of questions.We are looking forwarded to working with them for the long term!Richie Stott ★★★★★ It has been a seamless transition to Sprocket and they have delivered on the goods. Very happy with the service and results. Our account manager, Kieran is great to deal with.Chris Sinclair ★★★★★ Great team to work with, we've experienced growth from day 1 and we're still going! Thank you team Sprocket DigitalMegan Blincoe ★★★★★ We are a new Client of Sprocket and I cannot fault them! Especially Ethan, he has been so available and clearly knows what he's talking about. He has been very patient with us and has thoroughly updated and explained every part of the set up and progress to date. Highly recommend using Sprocket DigitalAlastair Pope ★★★★★ Harry and the Sprocket team have been amazing in connecting with and successfully converting a new audience for our business. During these challenging economic conditions, the additional revenue they've generated has proven to be invaluable. Their professional, transparent, and data-driven approach has rekindled my confidence in the agency model.Josef Arnet ★★★★★ Sprocket Digital has been great to work with and has provided great inside and addition to the digital side of our business (Kitchen Things) their SEO team is fantastic and Harrison their Email marketing specialist is an absolute savant when it comes to knowing how set up email campaigns, templates as well as automatic email flows and the logic required to make them impactful and effective for a business. They always continue to impress with the work they do.Gabi Metz ★★★★★ Working with Sprocket has been so easy! Like a weight has been lifted off our shoulders. And the results so far have been fantastic!Sheree Palmer ★★★★★ Great Team to work with, communication is great and they are actively engaged with working with you.js_loader


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    Sprocket Digital manages all of Louvretec’s digital advertising across Australia and New Zealand, focused on gaining a higher volume of quality leads and standardising advertising creatives across all their locations.

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