September 14, 2012 / by DannyS

GoDaddy is having some issues lately. These issues are turning the social waves against them. A sentiment analysis shows that, after Monday’s drop in service (for an estimate millions of sites), people turned to their favorite platform to chat… Negatively!

Can Two Negatives Make a Positive?

At the beginning of the summer several customers had voiced their disdain for the service after a list of SOPA/PIPA supporters was released via Reddit (a social newsfeed) and on the list was GoDaddy. Subsequently, several people pulled all services with the domain registration and hosting company – however, it was mostly the heavy web/tech crowd and not the mainstream.


Then Monday happened. AnonymousOwn3r claimed responsibility. GoDaddy scrambled and admitted that they could not harness the sentiment and voice of the new consumer, always connected, always on, always chatting.
People took to social waves to communicate their frustration. This negative had hit the mainstream. It left a lasting effect, people declared they were discontinuing their partnership with GoDaddy. They no longer needed the services of a company who failed them.


Responsive Advertising: Engage!

I don’t know that “responsive advertising” is a coined term in the sense that I am referencing. A quick GTS (Google That $#!t) shows much about responsive web design and advertisings use of it. However, I am thinking from a strategical standpoint where buys are made based on the news, trends or any other realtime information. Competitor in a crisis? Strategically implement ads across the web to capitalize on their issues. That’s the beauty of digital – it sort of has a honey badger mentality – you do what you want, when you want. No need to wait for print or television.


In a move that looked as it were taken from the classic boardgame – Axis & Allies, exploited their competitor’s weakness with Twitter ads. This was smart, optimizing in real-time and finding out that one brands crisis is another brands treasure. See the tweet below (it was a Promoted Tweet on Monday)
Thinking swiftly, the competition knew they could strike to let the mainstream use know there were other services available who were far more secure.
Eventually, GoDaddy dropped an official announcement (one that I don’t believe and feel is actually worse than being hacked with a DDoS attack):


We have determined the service outage was due to a series of internal network events that corrupted router data tables. Once the issues were identified, we took corrective actions to restore services for our customers and We have implemented measures to prevent this from occurring again.
After the announcement, they announced on Wednesday that they were offering everyone one month of hosting. But I must ask, what about those businesses that last a lot more than the value of one month’s service?


The Positive, The Negative and The Beautiful, Beautiful Data

By gauging the web at large with sentiment analysis or running an analysis (which you can do for free via ViralHeat’s Chrome plugin) on the competition’s Facebook page or Twitter interaction you can find out where their shortcomings are. Giving you the juice to capitalize with very specific advertising and customer outreach. Much like what GoDaddy’s competitors did the other day.


Is your ad buy team working collaboratively with your social media team to ensure that prime opportunities to get a leg up on the competition are being executed? If not, you would be missing out no your portion of your niche.


This is what makes social media so important in terms of advertising and communications, before, getting this info was tough, time consuming and expensive – now, the push of a finger and the opening of the right web page can deliver so much data any marketer would weep (in happiness of course!)



Danny Schotthoefer is the digital strategist/community manager at an advertising agency in Bozeman, Montana. He is also a TEDx event organizer and an avid Oregon Ducks and Portland Trailblazers fan. You can also find him running via Nike+ and cycling via Strava – he is highly social. You can follow him on Twitter or connect via LinkedIn. Forewarning: He Talks A LOT!

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