As social media continues to gain traction, your business hours will continue to expand. It’s great when you receive good comments, however, you must be paying attention so you don’t miss opportunities to address the bad press. For example, Motrin had a bigger mess to clean up – due to their delayed response to a few angry moms.
Don’t make the mistake of thinking you can take the weekends off. You must put together a plan to monitor what’s being said about your firm during your “off” hours. This is the only way to receive the information in a timely fashion, such that you can be ready to reply swiftly and quickly.
A rule of thumb to consider is the larger your brand, the more important it is to be monitoring what others are saying about that brand. Your approach could be as simple as assigning the summer intern to check a couple times during the weekend. Or, you could sign up to receive alerts when someone posts using your company name. You could receive those alerts via email on your email.
The key is to be aware of what is said about your company … both good and bad … and response quickly when appropriate.