In today’s hyper-connected world, consumers expect brands to be readily available and responsive across social media platforms at all times. With the rapid pace of online communication, an ‘always-on’ approach to social media management has become a crucial component of a successful brand strategy. This thought leadership piece explores the importance of having a dedicated 24/7 social media team that responds to comments and messages promptly, preferably within an hour, and demonstrates how such a commitment can foster customer trust, loyalty, and long-term brand success.


The Value of an Always-On Social Media Team

Meeting Consumer Expectations

The rise of social media has transformed the way consumers interact with brands, creating an expectation for swift, personalised responses to comments and messages. By establishing a 24/7 social media team, brands can effectively meet these expectations, providing timely assistance and demonstrating a genuine commitment to customer satisfaction.


Enhancing Brand Reputation

A responsive, always-on social media team can significantly enhance a brand’s reputation, as customers are more likely to perceive the brand as reliable, professional, and attentive. By responding to comments and messages promptly, businesses can foster positive sentiment and word-of-mouth marketing, ultimately driving brand awareness and growth.


Real-Time Crisis Management

In the age of viral content, a minor issue can escalate into a full-blown crisis within a matter of hours. An always-on social media team is well-equipped to monitor potential issues and address them in real-time, mitigating reputational damage and maintaining control over the brand narrative.


Building Customer Trust and Loyalty

By providing round-the-clock support, an always-on social media team can strengthen the bond between the brand and its customers. This availability fosters trust and loyalty, encouraging customers to return and recommend the brand to others, and driving long-term growth and profitability.


Gaining Valuable Insights

A 24/7 social media team can also collect valuable insights from customer interactions, enabling brands to understand their audience better and tailor their marketing strategies accordingly. This data-driven approach can lead to more effective, targeted campaigns that resonate with consumers and drive engagement.


Implementing a 24/7 Social Media Strategy

To create an effective always-on social media team, brands should consider the following steps:


Assemble a Dedicated Team

Establish a team of skilled social media specialists, ensuring they are well-versed in the brand’s values, messaging, and tone of voice. This team should be trained to handle a variety of customer interactions, from resolving complaints to providing product information.


Develop Clear Response Guidelines

Create a set of guidelines and protocols that outline the appropriate response time, tone, and escalation procedures for various types of customer interactions. These guidelines will ensure consistency in communication and help the team address issues efficiently.


Utilise Technology and Automation

Leverage social media management tools and chatbot technology to streamline the monitoring and response process. These tools can help the team manage high volumes of inquiries and ensure prompt, personalised responses.


Regularly Review Performance

Monitor and evaluate the team’s performance, identifying areas for improvement and adjusting strategies accordingly. This ongoing assessment will help maintain the quality of customer interactions and drive continuous improvement.


In today’s digital landscape, an always-on social media team is a vital component of a successful brand strategy. By providing round-the-clock support and responding to comments and messages promptly, businesses can meet consumer expectations, enhance their brand reputation, and build customer trust and loyalty. By embracing this approach and implementing the necessary steps to create an effective 24/7 social media team, brands can thrive in an increasingly competitive market and secure long-term success.

About JG Bezuidenhout

JG Bezuidenhout is a founding partner of the South African subsidiary of, the data technology company housed in London, United Kingdom. Although based in Cape Town, JG is the global head of Offernet's advisory and innovation hub and, as such, is responsible for the monitoring and implementation of cutting-edge solutions, particularly within the digital marketing environment. Using advanced technologies such as big data and machine learning, as well as their bespoke Touchpoint Analytics™ system, Offernet can accurately and dramatically improve their clients' returns on advertising spend (ROAS). Their comprehensive approach to marketing, which includes advisory services, data analytics, and media buying, makes Offernet a valuable partner. If you want to take your marketing to the next level to achieve far more measurable results and align yourself with the growth strategies of the entire C-suite (and the company as a whole), Offernet is a logical choice.