Community Management, Social Business, Social Media Strategy, Social CRM, Social Media Marketing, Social Media Monitoring, Social Media Staffing and Operations

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?

  • http://www.radian6.com/ Lauren Vargas

    Excellent point! Monitoring the conversation (even when the lights are off in the office) is one step at cutting through the social media fog. And it is not just the crisis that one needs to be prepared to address. You bring up the Labor Day promotion. Monitoring is also a great way to gauge return! Thank you for including us in your list of monitoring tools.

    Lauren Vargas
    Community Manager at Radian6
    @VargasL
    .-= Lauren Vargas´s last blog ..March of Dimes® Selects Radian6 for Social Media Monitoring =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Lauren – Thanks for the comment. Great point on gauging the positive, not just the crisis. Do you and the Radian6 crew have any insight into content creation on nights and weekends versus weekdays? Would love to see a follow-up guest post from you guys on that.

    • http://www.convinceandconvert.com/ Jason Baer

      Lauren – Thanks for the comment. Great point on gauging the positive, not just the crisis. Do you and the Radian6 crew have any insight into content creation on nights and weekends versus weekdays? Would love to see a follow-up guest post from you guys on that.

  • http://www.radian6.com/ Lauren Vargas

    Excellent point! Monitoring the conversation (even when the lights are off in the office) is one step at cutting through the social media fog. And it is not just the crisis that one needs to be prepared to address. You bring up the Labor Day promotion. Monitoring is also a great way to gauge return! Thank you for including us in your list of monitoring tools.

    Lauren Vargas
    Community Manager at Radian6
    @VargasL
    .-= Lauren Vargas´s last blog ..March of Dimes® Selects Radian6 for Social Media Monitoring =-.

  • http://www.radian6.com/ Lauren Vargas

    Excellent point! Monitoring the conversation (even when the lights are off in the office) is one step at cutting through the social media fog. And it is not just the crisis that one needs to be prepared to address. You bring up the Labor Day promotion. Monitoring is also a great way to gauge return! Thank you for including us in your list of monitoring tools.

    Lauren Vargas
    Community Manager at Radian6
    @VargasL
    .-= Lauren Vargas´s last blog ..March of Dimes® Selects Radian6 for Social Media Monitoring =-.

    • http://www.convinceandconvert.com Jason Baer

      Lauren – Thanks for the comment. Great point on gauging the positive, not just the crisis. Do you and the Radian6 crew have any insight into content creation on nights and weekends versus weekdays? Would love to see a follow-up guest post from you guys on that.

  • http://thebrandbuilder.wordpress.com/ olivier blanchard

    Booyah! Right on, Jay.

    Now that ‘online reputation management’ is becoming a necessary (and overdue) service offered by savvy PR firms, guess what, companies (and said firms) need to understand that this is indeed a 24/7/365 endeavor.

    People don’t stop talking about you after 5pm. The weekend isn’t a conversational black hole. Social monitoring and online reputation management require that someone always be listening. As a matter of fact, to echo the old sales expression: “Always be closing,” this field’s mantra should be “always be listening.”

    And that’s just the beginning: The listening part. Part two is responding. Even with the best monitoring in the world, just knowing that a crisis is looming isn’t enough. You have to respond as well, and fast.

    Does your PR/monitoring firm have a plan? Are they empowered to respond for you? Are you prepared to respond in Social Media? Do you know how? Have you been trained, drilled and tested? Or… are you going to try to wing it?

    Incidentally, asking them and getting a “yes” isn’t enough. Make your PR partner SHOW you what their plan is. (This plan that they somehow crafted without you. Ahem.)

    The thing about responding to problems online, and particularly in the social space, is that you rarely have 24 hours to craft a response. You have less than an hour, if that. So you a) have to know what you’re doing, and b) have a plan. You don’t want to find yourself in a situation in which you don’t know who has the authority to respond, what the response should sound like, and how to manage the ensuing dialogue. This is stuff you have to figure out before a social media crisis turns into a black eye.

    A lot of things to think about as you learn the ropes of online reputation management: Presence is the first. Response is the second. Having neither is pretty bad. Having only one of the two isn’t much better.

    Thanks for shining a light on this topic, Jay.
    .-= olivier blanchard´s last blog ..Why R.O.I. Best Practices for Social Media might just save the world as you know it. =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Olivier – Great comment, thank you. Looking forward to interviewing you for Twitter 20 on September 17. Meanwhile, I totally agree about crisis management. The other big wrinkle is that social media crisis requires responding at the flashpoint. If it breaks on Youtube, you have to respond on Youtube. That brings to bear a whole issue of on-the-fly content creation that is inside the comfort level of most PR firms today – even clients.

    • http://www.convinceandconvert.com/ Jason Baer

      Olivier – Great comment, thank you. Looking forward to interviewing you for Twitter 20 on September 17. Meanwhile, I totally agree about crisis management. The other big wrinkle is that social media crisis requires responding at the flashpoint. If it breaks on Youtube, you have to respond on Youtube. That brings to bear a whole issue of on-the-fly content creation that is inside the comfort level of most PR firms today – even clients.

  • http://thebrandbuilder.wordpress.com/ olivier blanchard

    Booyah! Right on, Jay.

    Now that ‘online reputation management’ is becoming a necessary (and overdue) service offered by savvy PR firms, guess what, companies (and said firms) need to understand that this is indeed a 24/7/365 endeavor.

    People don’t stop talking about you after 5pm. The weekend isn’t a conversational black hole. Social monitoring and online reputation management require that someone always be listening. As a matter of fact, to echo the old sales expression: “Always be closing,” this field’s mantra should be “always be listening.”

    And that’s just the beginning: The listening part. Part two is responding. Even with the best monitoring in the world, just knowing that a crisis is looming isn’t enough. You have to respond as well, and fast.

    Does your PR/monitoring firm have a plan? Are they empowered to respond for you? Are you prepared to respond in Social Media? Do you know how? Have you been trained, drilled and tested? Or… are you going to try to wing it?

    Incidentally, asking them and getting a “yes” isn’t enough. Make your PR partner SHOW you what their plan is. (This plan that they somehow crafted without you. Ahem.)

    The thing about responding to problems online, and particularly in the social space, is that you rarely have 24 hours to craft a response. You have less than an hour, if that. So you a) have to know what you’re doing, and b) have a plan. You don’t want to find yourself in a situation in which you don’t know who has the authority to respond, what the response should sound like, and how to manage the ensuing dialogue. This is stuff you have to figure out before a social media crisis turns into a black eye.

    A lot of things to think about as you learn the ropes of online reputation management: Presence is the first. Response is the second. Having neither is pretty bad. Having only one of the two isn’t much better.

    Thanks for shining a light on this topic, Jay.
    .-= olivier blanchard´s last blog ..Why R.O.I. Best Practices for Social Media might just save the world as you know it. =-.

  • http://thebrandbuilder.wordpress.com olivier blanchard

    Booyah! Right on, Jay.

    Now that ‘online reputation management’ is becoming a necessary (and overdue) service offered by savvy PR firms, guess what, companies (and said firms) need to understand that this is indeed a 24/7/365 endeavor.

    People don’t stop talking about you after 5pm. The weekend isn’t a conversational black hole. Social monitoring and online reputation management require that someone always be listening. As a matter of fact, to echo the old sales expression: “Always be closing,” this field’s mantra should be “always be listening.”

    And that’s just the beginning: The listening part. Part two is responding. Even with the best monitoring in the world, just knowing that a crisis is looming isn’t enough. You have to respond as well, and fast.

    Does your PR/monitoring firm have a plan? Are they empowered to respond for you? Are you prepared to respond in Social Media? Do you know how? Have you been trained, drilled and tested? Or… are you going to try to wing it?

    Incidentally, asking them and getting a “yes” isn’t enough. Make your PR partner SHOW you what their plan is. (This plan that they somehow crafted without you. Ahem.)

    The thing about responding to problems online, and particularly in the social space, is that you rarely have 24 hours to craft a response. You have less than an hour, if that. So you a) have to know what you’re doing, and b) have a plan. You don’t want to find yourself in a situation in which you don’t know who has the authority to respond, what the response should sound like, and how to manage the ensuing dialogue. This is stuff you have to figure out before a social media crisis turns into a black eye.

    A lot of things to think about as you learn the ropes of online reputation management: Presence is the first. Response is the second. Having neither is pretty bad. Having only one of the two isn’t much better.

    Thanks for shining a light on this topic, Jay.
    .-= olivier blanchard´s last blog ..Why R.O.I. Best Practices for Social Media might just save the world as you know it. =-.

    • http://www.convinceandconvert.com Jason Baer

      Olivier – Great comment, thank you. Looking forward to interviewing you for Twitter 20 on September 17. Meanwhile, I totally agree about crisis management. The other big wrinkle is that social media crisis requires responding at the flashpoint. If it breaks on Youtube, you have to respond on Youtube. That brings to bear a whole issue of on-the-fly content creation that is inside the comfort level of most PR firms today – even clients.

  • http://www.beachbettypr.com/ Shelly Cone

    Awesome point. It’s too easy to let things go on the weekends or at night but that’s exactly when a company should be vigilant. Hiring someone to monitor your brand is an excellent way to remain vigilant, while still having that much needed time off. :)
    .-= Shelly Cone´s last blog ..Crime fighting with social media =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Hi Shelly, thanks as always for the comment. I agree that nights and weekends might be when social media crises are MORE likely to occur. I’m going to ask Lauren about that.

    • http://www.convinceandconvert.com/ Jason Baer

      Hi Shelly, thanks as always for the comment. I agree that nights and weekends might be when social media crises are MORE likely to occur. I’m going to ask Lauren about that.

  • http://www.beachbettypr.com/ Shelly Cone

    Awesome point. It’s too easy to let things go on the weekends or at night but that’s exactly when a company should be vigilant. Hiring someone to monitor your brand is an excellent way to remain vigilant, while still having that much needed time off. :)
    .-= Shelly Cone´s last blog ..Crime fighting with social media =-.

  • http://www.beachbettypr.com Shelly Cone

    Awesome point. It’s too easy to let things go on the weekends or at night but that’s exactly when a company should be vigilant. Hiring someone to monitor your brand is an excellent way to remain vigilant, while still having that much needed time off. :)
    .-= Shelly Cone´s last blog ..Crime fighting with social media =-.

    • http://www.convinceandconvert.com Jason Baer

      Hi Shelly, thanks as always for the comment. I agree that nights and weekends might be when social media crises are MORE likely to occur. I’m going to ask Lauren about that.

  • http://www.dailyaxioms.com/ Tim Otis

    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 =-.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

  • http://www.dailyaxioms.com/ Tim Otis

    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 =-.

  • http://www.dailyaxioms.com Tim Otis

    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 =-.

    • http://www.convinceandconvert.com Jason Baer

      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.

  • http://www.sonnygill.com/ Sonny Gill

    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 =-.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

  • http://www.sonnygill.com/ Sonny Gill

    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 =-.

  • http://www.sonnygill.com Sonny Gill

    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 =-.

    • http://www.convinceandconvert.com Jason Baer

      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.

  • http://www.ericinparkcity.com Eric Hoffman

    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 =-.

    • http://www.convinceandconvert.com Jason Baer

      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.

  • http://www.ericinparkcity.com/ Eric Hoffman

    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 =-.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

  • http://www.ericinparkcity.com/ Eric Hoffman

    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 =-.

  • http://www.3hatscommunications.com/blog/ Davina K. Brewer

    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. =-.

    • http://www.convinceandconvert.com/ Jason Baer

      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!

    • http://www.convinceandconvert.com/ Jason Baer

      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!

  • http://www.3hatscommunications.com/blog/ Davina K. Brewer

    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. =-.

  • http://www.3hatscommunications.com/blog/ Davina K. Brewer

    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. =-.

    • http://www.convinceandconvert.com Jason Baer

      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!

  • http://twitter.com/largemouthpr/status/3839317152 Largemouth PR

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

  • http://www.spiral16.com/ Eric Melin

    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!

  • http://www.spiral16.com/ Eric Melin

    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!

  • http://www.spiral16.com Eric Melin

    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!

  • http://www.convinceandconvert.com/ Jason Baer

    Eric – Good point. Where’s the Spiral16 iphone app?

    • http://www.spiral16.com/ Eric Melin

      We do not comment on experimental projects!

    • http://www.spiral16.com/ Eric Melin

      We do not comment on experimental projects!

  • http://www.convinceandconvert.com/ Jason Baer

    Eric – Good point. Where’s the Spiral16 iphone app?

  • http://www.convinceandconvert.com Jason Baer

    Eric – Good point. Where’s the Spiral16 iphone app?

    • http://www.spiral16.com Eric Melin

      We do not comment on experimental projects!

  • http://venndiagram.blogspot.com/ Catherine Ventura

    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 .. =-.

  • http://venndiagram.blogspot.com/ Catherine Ventura

    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 .. =-.

  • http://www.rightbraindesign-ny.com/ Catherine Wachs

    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.

  • http://www.rightbraindesign-ny.com/ Catherine Wachs

    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.

  • http://socialbutterflyguy.com/ DJ Waldow

    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
    Director of Community, Blue Sky Factory
    @djwaldow
    .-= DJ Waldow´s last blog ..A Simple Formula For Meeting Your Goals =-.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

  • http://socialbutterflyguy.com/ DJ Waldow

    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
    Director of Community, Blue Sky Factory
    @djwaldow
    .-= DJ Waldow´s last blog ..A Simple Formula For Meeting Your Goals =-.

    • http://www.convinceandconvert.com Jason Baer

      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.

  • Heather Dopson

    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!

  • Heather Dopson

    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!

  • http://YourWebsite Heather Dopson

    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!

  • http://twitter.com/fridaydrinks/status/3862046219 Friday Drinks

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

  • http://twitter.com/justinreid/status/3862046311 Justin Reid

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

  • Gil George

    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?

  • Gil George

    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?

  • http://YourWebsite Gil George

    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?

  • http://twitter.com/milleemassey/status/3863104232 milleemassey

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

  • http://www.tommartin.typepad.com/ Tom Martin

    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 =-.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

    • http://www.convinceandconvert.com/ Jason Baer

      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.

  • http://www.tommartin.typepad.com/ Tom Martin

    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 =-.

  • http://www.tommartin.typepad.com Tom Martin

    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 =-.

    • http://www.convinceandconvert.com Jason Baer

      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.

  • http://twitter.com/jlysne/status/3920003694 Josh Lysne

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

  • http://twitter.com/halliemoore/status/4006955304 hallie

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

  • http://twitter.com/manobyte/status/4044464447 Kevin Dean

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

  • http://twitter.com/5rockets/status/4058101675 5 Rockets, Inc.

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

  • http://twitter.com/torirandolph/status/4149709766 Tori Randolph

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

  • http://twitter.com/imadnaffa/status/5862425022 Imad Naffa

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

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/