Digital agency offers overnight social media brand pages babysitting service

g squared 247A Sydney digital agency is launching what it claims is an Australian first – a service babysitting brands’ social media pages overnight.

G Squared – which was set up in 2009 – says it will monitor pages after staff have knocked off for the night.

George Photios campaign director of G Squared said incidents such as this week’s apology by Qantas after an eight-year-old boy saw a hardcore pornographic image uploaded by an online user to their Facebook brand page, had led the agency to offer the service.

“The only brand doing this at the moment are Telstra with their 24/7 support but most companies don’t monitor their pages at night and that was exposed with Qantas this week and similar events have also happened to a number of other companies,” said Photios.

He added: “The thing about social media is that people are now always on it but for a lot of company there is no one on it after 5pm checking what is being posted and that’s where undesirable content can be posted to these pages.”

The service, which the company is calling a social media hub, will allow brands to outsource their community management to the agency overnight with online community managers to work shifts from 5pm to 1am and 1am to 9am and weekends. The number of staff used by the agency will depend on demand.

“The busiest time on Facebook is 10pm-midnight with people laying in bed and logging on, while with Twitter it is 17 per cent more busy on Saturdays,” claimed Photios.

“Users can do some harsh damage to a brand’s awareness and goodwill at these times.”

G Squared’s previous social media clients have included marketing of City of Sydney as a Christmas destination, My Baby Warehouse and Alcatel One Touch.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.