In a cross-channel and integrated marketing reality, social media marketing is not an isolated marketing strategy. On the contrary: social media marketing is very customer-centric and by definition cross-channel. And it certainly should be part of your overall marketing strategy.
Use all communication channels your business has and let them leverage each other. Social media campaigns mostly start from an integrated and holistic viewpoint with the ‘user’ or customer as the main focus.
OK, I have to say sorry to the folks at Twitter. Although Twitter, in my opinion, seems to have slightly more ‘capacity’ issues lately, they of course are not the only ones that pay the price of success.
Now that I think about it: I would like to see this blog being over capacity now and then.
On a serious note: you probably know that there are thousands of companies worldwide that monitor the uptime and availability of (corporate) websites. They offer what is called “web performance management solutions”.