Well, not really Dead On Arrival, but pretty close.


Where were you July 3, 2019, when this happened?


People are actually asking that question on the now up-and-running platforms. It’s as if their mere existences disappeared from the grid during the day-long “crash” of Facebook and Instagram.


And it’s not just the Millennials who suffered! As a Baby Boomer myself, I was wondering what the heck was going on and I felt so out of the loop.


“Instagram is down. The influencers panic. Their power is waning. Smashed avocado on sourdough doesn’t seem too appetising in this cruel, filterless world. They cling to their hair vitamins, screaming ‘hashtag blessed’. Even detox tea can’t save them now.” (from Twitter; innocent drinks.)


All kidding aside, if social media was to ever break down the impact all over the world could be catastrophic.


Why, you may ask?


We are no longer just talking about posting cute pictures and memes and updating your friends and followers every 10 seconds about what is going on in your lives.


In the world of education, the loss of social media would disable access to vital information and connections. Politicians in all levels of government must have been in a panic when they were unable to post and respond yesterday. And in this day and age where digital marketing is front-and-center in the business world, the ramifications could be financially devastating.


Social Media in Education


For students, social media platforms are not just for entertainment value. Social media plays an important role in every student’s life. Information and resources are available at their fingertips and communication is instant. Teachers and students are connected to each other by learning groups.


Social Media in Politics


Political institutions, politicians, political parties, foundations, think tanks…they are all using social media platforms like Facebook and Twitter, to communicate with and engage voters.


Social Media in Business


With traditional marketing methods such as advertising and direct mail becoming less and less effective, businesses are using social media to build their brands and connect with consumers and influencers. Social media has fundamentally changed the way we are connecting, communicating and collaborating as individuals and as a society.


Use of social media platforms in business instantly increases the visibility of your personal brand and that of your business. It allows you to build and cultivate your personal and professional networks. While this is happening, you are simultaneously developing and growing relationships with customers and influencers.


Because social media allows you to engage in real-time interactions with people, your business is able to better and more quickly generate new leads and boost your sales.


With our reliance on social media, modern-day business was at a standstill that hot day of July 3, 2019.


ADFUEL’s very own Social Media Strategist, Emma Cavanagh summed it up: “If you have a campaign going live on a specific date and social goes down, you have to reassess and figure out the next best date to launch. It can be devastating.”


Of course, we can’t forget to mention the symbiotic relationship between Social Media Influencers (actual noun) and businesses. Many businesses rely on influencers. Activating an influencer for a marketing campaign has become wildly popular among brands and companies within the social media space as influencers can be incredibly effective in reaching interested customers. A good influencer can generate a large following of enthusiastic and engaged people who pay close attention to their views. Businesses and brands love social media influencers because they can create trends and encourage their followers to buy products they promote.


Without access to social media platforms, an influencer is just another person with an opinion and nowhere to go.


Love it or hate it, social media is here to stay and is growing exponentially. Already established platforms are improving every day, and new platforms are always somewhere in the works.


Facebook and Instagram were originally created for socializing purposes. Mark Zuckerberg wrote the software for Facebook’s predecessor, FaceMash, and it opened in 2003. The website was set up as a type of “hot or not” game for Harvard students, which, when you think of it is actually a cruel thing. Facebook emerged from FaceMash and its official stated purpose was to make the world more open and connected. Facebook’s latest mission statement is that people use it to stay connected with friends and family, discover what’s going on in the world, and share and express what matters to them.


Since its creation, Facebook has evolved into a major marketing tool. Using Facebook gives businesses ways to communicate directly with a target audience. It’s an on-going focus group where people can learn more about your company and where your business can interact with its audience and get information from them.


In 2010, Instagram founders, Kevin Systrom and Mike Krieger unleased the photo-sharing platform. What started out as something fun, soon became a selfie-filled, multi billion-dollar machine used by 500 million people world-wide. Today, Instagram has become a platform where brand awareness can be grown, and products introduced. Instagram allows businesses to promote their brands and products in a friendly, authentic way without hard-selling their clients.


There you have it! — the reasoning behind why Facebook and Instagram are so crucial to our lives, both personal and professional. Without them, lots of people would be out of work and lots of businesses would be moving at a snail’s pace in their growth. It’s easy to see why when both of these platforms crashed yesterday, that to many, it was the Apocalypse.

by: Martine Mackenzie















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