A question came up among my Twitter friends about the wisdom, or lack of same, of hiring a Social Media manager and having that person work a regular 9 to 5 schedule. Can social engagement be confined to regular business hours?  Does it depend on the type of business? Would it be different for Business to Business  as opposed to consumer brands?

People are on their devices and all times of the day and night.  They expect action and engagement when they interact, and Monday morning just won’t do. Pizza arrived cold? I’m telling everyone I know before Monday, and everyone who follows your pizza company’s page. Should that complaint stay on your page until Monday morning at 8am? Can you think of a good reason why it should? I can’t.

There are product categories and demographics which find people online at 2am.  Shouldn’t your brand be available then?

Almost all consumer brands should monitor their brand into the late night. Yes, people do everything from shop for cars to go out for fast food in the evening, overnight and weekends. It may not be practical to have one person cover all of that time. If you are a business owner also handling social media, you have to actually run your business.  This may be a situation where you might want to consider an intern or two. I have monitored my brand even at a baseball game and concert. It doesn’t take being online 24/7 but checking in every few hours can make a huge difference.

Travel and hospitality brands will need to be able to respond 24/7/ If a guest has an unsatisfactory experience and cannot get the issue resolved at the front desk, they may take their frustrations out for all the world to see. This could result in a bad Yelp or Travelocity review.

How have you kept up with social media during off hours?

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