What the ABS can learn about online humility

Last night’s #Censusfail debacle provided many lessons for organisations in how to manage large scale online events, says Paul Wallbank, not the least of which is to never promise what you can’t deliver.

There’s a reason why airlines don’t make marketing claims about safety and that’s a lesson the Australian Bureau of Statistics has probably learned after last night’s Census embarrassment.
 
Over the past two months the ABS had been fighting widespread claims the Census data being retaining created security concerns and moving the nationwide survey online risked an ‘internet meltdown’ on the night.Paul Wallbank
 
In response, the agency and the Federal Government ran aggressive and at times, haughty, communications campaigns dismissing privacy concerns through both traditional and social media services.

As it turned out, reliability of the site on the night turned out to be the big communications challenge for the ABS because it turned out it wasn’t particularly well prepared as hubris and overconfidence took over from reality and caution.

The ABS told Fairfax last week it was confident there would not be an internet meltdown. When asked about the ability of the online Census database to cope with such high traffic numbers, an ABS spokesman said online could handle “1,000,000 form submissions every hour. That’s twice the capacity we expect to need.”

Catering for a million submissions an hour capacity wasn’t enough and the ABS’ communications team was caught unprepared with its responses as people complained on Twitter about the website being unavailable, and for responses being a template “online form and website are operating smoothly as expected. Please try again.

ABS censusfail

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Subscribe

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.