One of several hosting providers that suffered significant outages following a fire at Seattle’s Fisher Plaza facility in early July, Dotster is following the outage by solidifying the lines of communication with customers through an increased social media effort, according to an interview with local newspaper the Columbian.

The Fisher Plaza telecom facility, where Dotster houses 500 servers, suffered an electrical fire that caused 27 hours of downtime for customers that included, along with Dotster, the payment processing firm Authorize.net.

During the outage, Dotster struggled to keep customers up to date via its newly-launched Twitter account, the company tells the paper, and heard from some customers who wanted more information about the situation, and faster.

Dotster says it is following up the incident by working to build out its social media presence, a continuation of an effort that began not too long before the outage.

The company’s social media strategy is one part of an effort that includes the development of a proprietary social media product it plans to make available for clients to purchase as part of the design services also operated by the company.

Dotster reportedly had its social media team meet two days after the fire to revise its strategy. Key on the list of necessary improvements were shortening response time and a protocol for determining who answers customers online during emergencies.