Recently a lot of attention has been placed on social media pitfalls, such as McDonald’s failure with Twitter hashtags, but it is important to adequately prepare for technology problems as well.
The websites of Coca-Cola, Acura and the film Act of Valor failed to stand up to the ad-driven traffic during Sunday’s Super Bowl. Coke’s Facebook app highlighting animated polar bears was down long enough for a maintenance page to be put up. Acura’s website had a malfunctioning call-to-action link, which left visitors with a poor brand experience. ActofValor.com was out for at least a total of thirty minutes.
Implications: Brands should be sure the technology of their websites and apps are capable of handling the increased traffic spikes. Website delays equal drops in revenue and give visitors a bad impression of the brand.
Cultural Mactrotrends: Torquing