There are certain events that can't be predicted, including weather disasters and power outages, that could affect a company's online marketing strategies in one way or another. Although it's assumed that even the largest businesses will always have access to smartphones or the internet, it was learned during Hurricane Sandy that this is not the case. Many businesses on the East Coast were without power or wireless access and remained relatively silent throughout much of the storm.
Companies can learn a valuable lesson from this weather disaster: it's imperative to have a social media and online marketing back-up plan, just in case traditional updates can't be posted. Scheduling Facebook and Twitter updates through vehicles like Hootsuite and Tweetdeck ensure a business doesn't stay silent for too long, and most blog platforms allow people to schedule posts days and even weeks in advance.
According to a recent Marketing Pilgrim post, it's also beneficial to keep customers updated during service or power issues, especially if it could have an effect on the business' online presence. Mashable advises companies to utilize SMS text message updates on Facebook and Twitter, which may be used in case wireless services goes out and can be accessed on each site's account settings pages.