THE NOW REVOLUTION

Read The NOW Revolution, the best-selling book on social business from Jay Baer and Amber Naslund.

Every customer is a reporter. Every employee is in marketing. And speed matter like never before. In The NOW Revolution, you'll learn:

- How to build a culture that empowers social
- How to activate your customers and employees
- How to listen and respond to real-time opportunities
- How to manage a social media crisis
- How to effectively measure social media, including ROI

Endorsed by Seth Godin, Chris Brogan, Ann Handley, John Jantsch and dozens of other social media and social business leaders.

Available at Amazon, Barnes & Noble, Apple and in all hard cover and digital formats. Also, in audio via Audible.

Click here to get the first chapter free.

Who’s Watching Now?

Social media doesn’t close at 5pm. Or take weekends off. Or go on vacation.

The Chick fil A Chicken Wave 300x144 Whos Watching Now?I’ve been watching today’s very successful Labor Day-only Chick-Fil-A promotion. If you wear any sort of sports team shirt or hat to a Chick-Fil-A today, you get a free sandwich, driving awareness of the company’s Chicken Wave fan group and contest.

“Chick-Fil-A” has been a trending topic on Twitter all day, and tweets about the promotion are rolling in at ~60 per minute.

Of course, Chick-Fil-A planned this promotion for Labor Day. I suppose you could argue the merits of that decision either way, but the fact that a LOT of people are talking about the same thing on a national holiday is the key takeaway here.

You Won’t Know What Hit You

Is your office open on Labor Day? Is your marketing team monitoring Twitter while away at the lake? Is your agency watching your Facebook fan page while camping?

Sure, your fans could be advocating vociferously for your brand while you’re offline. Or, a disgruntled customer could be brand-jacking you with a YouTube video while you’re covered in sunscreen.

Will today be the day that a social media crisis erupts for your brand? I doubt it. But what if it is? One of the hallmarks of a crisis is that you didn’t see it coming. And “the fog of social media” is getting steadily thicker.

Nights & Weekends?

If your company doesn’t generate a lot of social media chatter, perhaps this isn’t an issue yet. But, if you’re any sort of known consumer brand, or restaurant, or tourist attraction, is it time to consider assigning social media monitoring tasks on nights and weekends?

Google Alerts seems to be getting slower and less relevant, so that’s not the answer. As Twitter is the de facto real-time search engine (although I’d ultimately bet on Facebook), being able to monitor AND react to Twitter brush fires is critical, and it’s not a 9-5 gig.

Just as companies have increasingly moved to round-the-clock customer service call centers, perhaps one or two of those folks should be drafted to spy on Twitter during their shifts? Incidentally, this creates yet another tie between marketing and customer service, which is an increasingly important linkage as customer support and satisfaction impact brand perception more directly than ever before – thanks to social media.

Agencies Take Note

If you work for a public relations firm, interactive agency, or any other sort of marketing company, this question about who is watching social media when the lights are out is even more critical.

If you’re being paid to monitor social media on behalf of your clients, using Radian6 or Collective Intellect or Spiral 16 or some other system, how are you going to explain it when a crisis started brewing on the weekend, or while your team was sleeping?

Should agencies hire one person to monitor on weeknights, and another person to monitor weekends? Should agencies band together and form a collective to rotate and share off-hours monitoring responsibilities, like on-call physicians?

What do you think?

pf button both Whos Watching Now?
About Jay Baer

Jay Baer is a hype-free social media strategist & speaker, tequila guy, and co-author of The NOW Revolution. Jay is the founder of http://convinceandconvert.com and host of the Social Pros podcast.

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Whos Watching Now?.....http://bit.ly/QQjf0

Whos Watching Now? A great post by @jaybaer http://ow.ly/p2bX

Who's Watching Now - "Social media doesnt close at 5pm..." http://bit.ly/pGUCF

"Social media doesnt close at 5pm. Or take weekends off. Or go on vacation" http://ow.ly/oCL9 from @jaybaer via @EmilyCagle

"Social media doesnt close at 5pm. Or take weekends off. Or go on vacation" http://ow.ly/oCL8 from @jaybaer via @EmilyCagle

Customer service (and SM media) should never sleep. I've always marveled when hotels, hospitals, etc. only have reps on call M-F, 9-9 but the doors (or website) are open 24/7. Same true of SM; it's often during the nights and weekends that people are out shopping, buying, visiting and chatting about your brand the most. Time to pay attention is always. BTW I wore my LSU shirt, got my free Chik-Fil-A.
.-= Davina K. Brewer´s last blog ..My Twitter Rules: I wont tweet about lunch. =-.

Customer service (and SM media) should never sleep. I've always marveled when hotels, hospitals, etc. only have reps on call M-F, 9-9 but the doors (or website) are open 24/7. Same true of SM; it's often during the nights and weekends that people are out shopping, buying, visiting and chatting about your brand the most. Time to pay attention is always. BTW I wore my LSU shirt, got my free Chik-Fil-A.
.-= Davina K. Brewer´s last blog ..My Twitter Rules: I wont tweet about lunch. =-.

Sure, it would be nice to have someone available to monitor our brand presence every second of every day. But, is that setting the bar for expectations too high? I just had a quality experience with my phone/ISP via Twitter and email and they had posted an "out of office" on their Twitter account which let me know that were going to be off over Labor Day. They then responded to to me first thing this morning, which I was completely ok as they set my expectations appropriately.
I guess my point is, are we expecting too much in terms of monitoring and customer service with social media? Pretty soon, if a brand doesnt respond in a minute are they not paying attention?! I dont know the answer, but I sure hope it doesnt become a race to #FAIL!
.-= Eric Hoffman´s last blog ..10 Things I wish Id done this Summer =-.

Social media doesn't take a vacation -- who's watching now? http://bit.ly/cAkWO | via @tweetmeme

Social media doesn't take a vacation -- who's watching now? http://bit.ly/cAkWO | via @tweetmeme

Social media doesn't take a vacation -- who's watching now? http://bit.ly/cAkWO | via @tweetmeme

Who’s Watching Now?.....http://bit.ly/QQjf0

What is your social media activity on the weekends? Or more important, what is your brands? http://tinyurl.com/moyt7k

Who’s Watching Now? A great post by @jaybaer http://ow.ly/p2bX

I'm a little late to the party on this one but great post. This is probably one of the biggest struggles we face on the Agency side. Seldom are the contracts big enough to warrant multiple hires but as you note, SocMe isn't a 9-5 gig.

So for now, our SocMe folks have to agree to monitor over the weekend but we let them do it via smart phone vs lugging their laptop everywhere... but I worry that one day that won't be enough. Someone will be out on the lake with their phone when something erupts and well things could get dicey.

And let's not even get started on time zones... brings a whole new level of complexity to the picture.@TomMartin

.-= Tom Martin´s last blog ..Moving Beyond Scan and Spam =-.

Thanks Tom. You are absolutely right about time zones. Being a west coast guy, I feel like I'm penalized every day just keeping up with blogs, etc. A comment above about monitoring being offshored to India is really intriguing.

I'm a little late to the party on this one but great post. This is probably one of the biggest struggles we face on the Agency side. Seldom are the contracts big enough to warrant multiple hires but as you note, SocMe isn't a 9-5 gig.

So for now, our SocMe folks have to agree to monitor over the weekend but we let them do it via smart phone vs lugging their laptop everywhere... but I worry that one day that won't be enough. Someone will be out on the lake with their phone when something erupts and well things could get dicey.

And let's not even get started on time zones... brings a whole new level of complexity to the picture.@TomMartin

.-= Tom Martin´s last blog ..Moving Beyond Scan and Spam =-.

Thanks Tom. You are absolutely right about time zones. Being a west coast guy, I feel like I'm penalized every day just keeping up with blogs, etc. A comment above about monitoring being offshored to India is really intriguing.

This article is a sad one. If we keep whittling down our disconnected time, what will the end result be?

I have no idea what the answer is, but at what point are we going to draw the line between work and personal life?

Who's Watching Now - "Social media doesn’t close at 5pm..." http://bit.ly/pGUCF

This article is a sad one. If we keep whittling down our disconnected time, what will the end result be?

I have no idea what the answer is, but at what point are we going to draw the line between work and personal life?

"Social media doesn’t close at 5pm. Or take weekends off. Or go on vacation" http://ow.ly/oCL9 from @jaybaer via @EmilyCagle

"Social media doesn’t close at 5pm. Or take weekends off. Or go on vacation" http://ow.ly/oCL8 from @jaybaer via @EmilyCagle

Once again- great post Jay! If we don't set the expectation, someone else will...and it will ALWAYS be high. I appreciate your thought provoking insights!

Jay -

My original comment was going to be something like, "Spot on! You nailed it!" Then I read the comments and have to agree with Sonny and Eric. It should be all about setting proper expectations. While I'm one to blend personal/professional, it is not realistic to always have one eye open. Is it? I mean, I love what I do. You know that. I love it. But, sometimes I need a break - to recharge. (We all do!) Do I then hire a temp to fill my spot when I'm out? Is that reasonable? Necessary?

That being said, I can tell you from the side of someone who often monitors at nights and on the weekends, people are always pleasantly surprised when they receive an "off-hour" reply. Same goes for me...as a customer.

It's novel. It's unique. It's different.

That - in and of itself - makes you stand out from the competition.

Rock on.

DJ Waldow@djwaldow
Director of Community, Blue Sky Factory

.-= DJ Waldow´s last blog ..A Simple Formula For Meeting Your Goals =-.

DJ - Great point. The unexpected pleasure of having someone answer on off-hours may in fact make the extra time and hassle worth it. I'd sure love to see a Net Promoter Score analysis of customers vs. customers helped on Twitter on off hours. You should try that. It would make a helluva ebook and conference speaking gig.

Having my own shop, I don't really ever take off of work. I have Google alert on all of my clients, should anything come up while I'm not monitoring. Good case for "on call" services to alert clients.

Great post Jay. I'd take it a step further and say that weekends and evenings are when customers are MOST likely to be talking about brands because they're not *supposed* to be doing it from work. The question is, who cares passionately enough to really want to keep an eye on sentiment? Interns and outsourcing firms are capable of catching mentions, but is their judgement good enough to catch a trend that needs to be addressed or a subtle shift in sentiment? People monitor their portfolios (when they had them), their sports teams, and their Facebook pages constantly because they care. The challenge is to put together teams that care as much as key stakeholders do and are empowered to represent the brand from a deep understanding of the brand's positioning, strategy, and voice.
.-= Catherine Ventura´s last blog .. =-.

Once again- great post Jay! If we don't set the expectation, someone else will...and it will ALWAYS be high. I appreciate your thought provoking insights!

Jay -

My original comment was going to be something like, "Spot on! You nailed it!" Then I read the comments and have to agree with Sonny and Eric. It should be all about setting proper expectations. While I'm one to blend personal/professional, it is not realistic to always have one eye open. Is it? I mean, I love what I do. You know that. I love it. But, sometimes I need a break - to recharge. (We all do!) Do I then hire a temp to fill my spot when I'm out? Is that reasonable? Necessary?

That being said, I can tell you from the side of someone who often monitors at nights and on the weekends, people are always pleasantly surprised when they receive an "off-hour" reply. Same goes for me...as a customer.

It's novel. It's unique. It's different.

That - in and of itself - makes you stand out from the competition.

Rock on.

DJ Waldow@djwaldow
Director of Community, Blue Sky Factory

.-= DJ Waldow´s last blog ..A Simple Formula For Meeting Your Goals =-.

DJ - Great point. The unexpected pleasure of having someone answer on off-hours may in fact make the extra time and hassle worth it. I'd sure love to see a Net Promoter Score analysis of customers vs. customers helped on Twitter on off hours. You should try that. It would make a helluva ebook and conference speaking gig.

Eric - Good point. Where's the Spiral16 iphone app?

We do not comment on experimental projects!

With mobile technology being what it is, it's already pretty easy for one to login to a web-based monitoring system on off hours and check on things. I guess it just comes down to however vigilant (and/or ambitious) your social media manager is!

Customer service (and SM media) should never sleep. I've always marveled when hotels, hospitals, etc. only have reps on call M-F, 9-9 but the doors (or website) are open 24/7. Same true of SM; it's often during the nights and weekends that people are out shopping, buying, visiting and chatting about your brand the most. Time to pay attention is always. BTW I wore my LSU shirt, got my free Chik-Fil-A.
.-= Davina K. Brewer´s last blog ..My Twitter Rules: I won’t tweet about lunch. =-.

Davina - Thanks so much for the comment. I agree that off-hours staffing is an issue. Some good ideas in the comments on how to do that potentially. Sadly, no Chick-Fil-A in my town anymore. Love those guys though!

Having my own shop, I don't really ever take off of work. I have Google alert on all of my clients, should anything come up while I'm not monitoring. Good case for "on call" services to alert clients.

I don't think agencies/co's need to hire someone to monitor just on weekends, I think we have to understand the evolution of this space and be willing to go above and beyond in not only paying attention to what people are saying on the weekends/evenings/holidays, but taking that next step in communicating and taking action.

These are great reminders and something that those on the job hunt or in social media roles need to understand also - that our jobs are no longer 9-5, holidays included.
.-= Sonny Gill´s last blog ..Relationships and Trust in the Offline World =-.

Sonny - You and Eric need to team up! I'm not sure we have to staff it yet, but based on the trends, I don't know that we're that far away from needing to cover off hours.

Great post Jay. I'd take it a step further and say that weekends and evenings are when customers are MOST likely to be talking about brands because they're not *supposed* to be doing it from work. The question is, who cares passionately enough to really want to keep an eye on sentiment? Interns and outsourcing firms are capable of catching mentions, but is their judgement good enough to catch a trend that needs to be addressed or a subtle shift in sentiment? People monitor their portfolios (when they had them), their sports teams, and their Facebook pages constantly because they care. The challenge is to put together teams that care as much as key stakeholders do and are empowered to represent the brand from a deep understanding of the brand's positioning, strategy, and voice.
.-= Catherine Ventura´s last blog .. =-.

Jay,
What may soon happen is social media monitoring will be outsourced to India. If social technographics have anything to say about it, this part of the globe is more participatory and more alert when it comes to social media prowess. Hmm...
.-= Tim Otis´s last blog ..@-Kissers of the Social Media Kind =-.

Tim - Interesting point. Outsourcing the basic elements of monitoring could in fact have some potential. Not sure you'd want to outsource sentiment scoring or crisis response, but for listening only - Hmmmm indeed.

Eric - Good point. Where's the Spiral16 iphone app?

We do not comment on experimental projects!

With mobile technology being what it is, it's already pretty easy for one to login to a web-based monitoring system on off hours and check on things. I guess it just comes down to however vigilant (and/or ambitious) your social media manager is!

Does your company have an off-hours social media monitoring policy? http://twurl.nl/ykd6pu @amandala

Customer service (and SM media) should never sleep. I've always marveled when hotels, hospitals, etc. only have reps on call M-F, 9-9 but the doors (or website) are open 24/7. Same true of SM; it's often during the nights and weekends that people are out shopping, buying, visiting and chatting about your brand the most. Time to pay attention is always. BTW I wore my LSU shirt, got my free Chik-Fil-A.
.-= Davina K. Brewer´s last blog ..My Twitter Rules: I won’t tweet about lunch. =-.

Davina - Thanks so much for the comment. I agree that off-hours staffing is an issue. Some good ideas in the comments on how to do that potentially. Sadly, no Chick-Fil-A in my town anymore. Love those guys though!

Sure, it would be nice to have someone available to monitor our brand presence every second of every day. But, is that setting the bar for expectations too high? I just had a quality experience with my phone/ISP via Twitter and email and they had posted an "out of office" on their Twitter account which let me know that were going to be off over Labor Day. They then responded to to me first thing this morning, which I was completely ok as they set my expectations appropriately.
I guess my point is, are we expecting too much in terms of monitoring and customer service with social media? Pretty soon, if a brand doesn’t respond in a minute are they not “paying attention”?! I don’t know the answer, but I sure hope it doesn’t become a race to #FAIL!
.-= Eric Hoffman´s last blog ..10 Things I wish I’d done this Summer =-.

Eric -

Interesting. I like the out-of-office concept for Twitter customer service provision. Just like "live chat offline." Not sure that's going to stop anyone uploading their irate YouTube video, but it's something. I'm not sure if we're setting expectations too high or not, but I do know that speed kills in social media, and we're going to have to adjust to that.

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    RT@StartupProRT @tweetmeme Who’s Watching Now? | Social Media Marketing | Social Media Consulting – Convince & Convert [link to post]

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    Who is watching your Social Media back nights and weekends? Should agencies be on call like Doctors? [link to post]

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    RT @tweetmeme Who’s Watching Now? | Social Media Marketing | Social Media Consulting – Convince & Convert [link to post]

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    @jaybaer Brings up awesome point about company listening while lights are out today [link to post] BTW-we got a sandwich.

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    RT @tweetmeme Who’s Watching Now?– Social Media [link to post]

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    Interesting blog looking at how social media is impacting corporate reputations – ‘Who’s watching now?’: [link to post] -Tough one…

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    Is your agency/consultant listening on the weekends? @jaybaer raises some very interesting questions: [link to post]

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    @arikhanson The post brings up good questions but I wish there were high level solutions addressed. RE: Jay’s post: [link to post]

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    RT @arikhanson: Is your agency/consultant listening on the weekends? @jaybaer raises some very interesting questions: [link to post]

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    RT @SparkySparkler: Interesting blog looking @ how social media is impacting corporate reputations – Who’s watching now? [link to post]

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    Monitoring the conversation (even when the lights are off in the office) [link to post]

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    Social media doesn’t sleep or go on vacation. Your customers watch even when the lights are out: [link to post]

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    Social media doesn’t quit on weekends & holidays, so what does this mean for monitoring? (from @jaybaer) [link to post]

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  17. Twitter Comment


    Because social media doesn’t shut off. ‘Who’s Watching Now’: [link to post]

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    Who’s Watching Now? Social media doesn’t close at 5pm. Or take weekends off. Or go on vacation. [link to post]

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    WHO VACATIONS ?~ RT @BethHarte: RT @jaybaer: Social media doesn’t take a vacation. Who’s watching your brand? [link to post]

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    RT @sonnygill: RT @jaybaer: Social media doesn’t take a vacation. Who’s watching your brand? [link to post]

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    RT @Hammarstrand: RT @JayBaer: Social media doesn’t take a vacation. Who’s watching your brand? [link to post] (via @BethHarte)

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    Active social media presence? Read this: Who’s Watching Now? [link to post] (by @jaybaer, via Commentz)

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    RT @jaybaer: Social media doesn’t take a vacation. Who’s watching your brand? [link to post]

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    RT Nor do I @jaybaer: Social media doesn’t take a vacation. Who’s watching your brand? [link to post] (via @BethHarte)

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    Social media doesn’t take a vacation. Who’s watching your brand? [link to post] (via @jaybaer)

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    RT @JayBaer: Social media doesn’t take a vacation. Who’s watching your brand? [link to post] (via @BethHarte)

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    RT @jaybaer Social media doesn’t take a vacation. Who’s watching your brand? [link to post]

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    RT @BethHarte @jaybaer: Social media doesn’t take a vacation. Who’s watching your brand? [link to post] Once in it, a 24/7/365 job

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    RT @BethHarte: RT @jaybaer: Social media doesn’t take a vacation. Who’s watching your brand? [link to post]

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    RT @jaybaer Social media doesn’t take a vacation. Who’s watching your brand? [link to post] http://url4.eu/ObNW

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    RT @spiral16: No vacation for social media. Chick-Fil-A’s Labor Day promotion: [link to post] (via @jaybaer)

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    Social Media Doesn’t Close at 5PM [link to post] (Jay writes a good post for Biz to consider)

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    @jaybaer “Social media doesn’t take a vacation” good read Jay, thanks

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    Social media doesn’t take a vacation. Who’s watching your brand? [link to post] (via @jaybaer @sonnygill)

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    RT @rosskimbarovsky: Social media doesn’t take a vacation. Who’s watching your brand? [link to post] (via @jaybaer @sonnygill)

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    Social media doesn’t take a vacation. Who’s watching your brand? [link to post] (via @rosskimbarovsky @jaybaer @sonnygill)

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    Who’s Watching Now? Social media doesn’t close at 5 pm. Or take weekends off. Or go on vacation. [link to post]

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    RT @EstrellaBella10 SM doesn’t quit on weekends & holidays, so what does this mean for monitoring? from @jaybaer [link to post]

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  39. Twitter Comment


    Who’s Watching Now? – @jaybaer – [link to post] Do companies need to monitor social media 24/7?

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  40. Twitter Comment


    RT @jaybaer: While you’re sleeping, social media is awake. Who’s monitoring your brand during “off” hours? [link to post]

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  41. Twitter Comment


    RT @kyleplacy RT @jaybaer : While youre sleeping, social media is awake. Whos monitoring your brand during off hours? [link to post]

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    RT @TDefren: While you’re sleeping, social media is awake. Who’s monitoring your brand during “off” hours? [link to post] (via @jaybaer

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  43. Twitter Comment


    While you’re sleeping, social media is awake. Who’s monitoring your brand during “off” hours? [link to post] (via @jaybaer)

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    Good blog for folks who get paid to do social media monitoring. Who works nights, weekends etc [link to post] via @tdefren and @jaybaer

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    rt @jaybaer While you’re sleeping, social media’s awake. Who’s monitoring your brand “off” hours? [link to post] Someone should be!

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    RT @kyleplacy: RT @jaybaer: While you’re sleeping, social media is awake. Who’s monitoring your brand during off hours [link to post]

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    I may never take another vacation again. Nice post Jay! RT @jaybaer: Who’s monitoring your brand during “off” hours? [link to post]

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    RT @jaybaer: Great article about social media working while you sleep! [link to post] – Nice!

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    While you’re sleeping, social media is awake. Who’s monitoring your brand during “off” hours? [link to post] You should be!

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    RT @lancegodard: @jaybaer: While you’re sleeping, social media is awake. Who’s monitoring your brand during “off” hours? [link to post]

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    (oops – attempt #2). Funny. I just commented on @jaybaer’s post “Who’s Watching Now” [link to post] (note the time!)

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    #PR agencies take note, “Social media doesn’t close at 5pm. Or take weekends off. Or go on vacation” [link to post]

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    Great post from @jaybaer: Social Media Ain’t No 9-5 Baby. [link to post]

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    Like it! TomMartinGreat post from @jaybaer: Social Media Ain’t No 9-5 Baby. [link to post]

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  55. [...] Who’s Watching Now? by Jason Baer — It’s surprising to me how much business still operates on the basic [...]

  56. [...] Who’s Watching Now? | Social Media Marketing | Social Media Consulting – Convince & … [...]

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