Social media promotions may need to be prepared for in advance, to avoid online website spikes.

Ticket websites attempting to promote future events via social media may need to plan ahead to avoid being caught out by any spikes in internet traffic.

Following reports of huge demand for tickets to see Take That and Robbie Williams on tour, on-demand communications firm Star.co.uk has underlined the importance of planning in advance for ticket websites.

Star marketing director Martino Corbelli explained that adequate provisions need to be made in case of huge spikes in online traffic, such as through social media referrals, which may prevent people from buying any tickets to be delivered at all.

He added: "Even though the timing of tickets being made available can sometimes be unpredictable, the results of these situations are always catastrophic if you don't have a robust and secure platform for the website to sit on, and one that can contract and expand with demand."

ATG senior vice-president Nina McIntyre recently underlined the growing expectation for brands to have a presence on social media sites such as Twitter, with sizeable proportions of consumers keen that they have an opportunity to interact with companies online.

Posted by Lucy Pritchard
 

Article Added: 02/11/2010 11:03:13