On November 20, 2018, Facebook and Instagram went down for several hours.
In total, 27,000 tweets discussed Facebook and Instagram’s down on November 20. The Twitter discussion started from 7 am, reached the peak at 10 am, and decreased at night.
Among all the on-topic posts, half of the tweets hold a neutral sentiment on the incident of Facebook and Instagram, 31.7% had a positive sentiment, and 18.4% had a negative sentiment.
Some Twitter accounts took advantage of the incident and created interesting contents. The official account of Disney movie Ralph Breaks the Internet (@wreckitralph) posted on tweet to “take responsibility” of Facebook and Instagram down and received 6,691 likes and 2,040 retweets.
The keywords “waiting” was used frequently in the context of Facebook’s down. Sesame Street posted a tweet with the GIF of the sesame character to show people’s waiting status, which got 2,394 likes and 702 retweets.
Some social media users complained that Facebook’s down brought some troubles for their digital marketing. Some funny memes were attached to the tweets for complaining about the situation.