We live in a world that is NOT five nines. The SLA is catch me if you can. But outages happen a lot. VZ, ATT, C-Link, Sprint, Rackspace, Amazon, Netflix and so on. What do you do when you have an outage?
Use social media to update your customers - frequently!
Apologize. Intermedia.net had a recent outage and the CEO blogged his apology.
Call your biggest customers!
Aftermath: put a plan in place to try to prevent a future outage (and share it with your customers).