Conversations about your brand continue when you close the doors for the night. Customers expect now more than ever to conduct business on their terms, and that means when it is convenient for them. With the shift to online banking in full swing, customers are more frequently reaching out to their financial institution on the weekends or evenings via social media hoping, and some expecting, to receive a response. There are 3 common questions about social media monitoring which we receive.

How much time is involved in monitoring and managing a social site?

The answer is that it depends on a number of factors. Pages with more connections generally will receive a higher volume of comments and response. Pages should be constantly monitored in the initial launch phase as there will be an influx of new connections, many wanting to express their loyalty. We also see a rise in engagement during promotional contests, which are necessary to build and strengthen Page likes.

Should we be monitoring on weekends or holidays?

The recommendation is yes. Research shows that 65% of Facebook users only access the site when they’re not at work or school – typically early morning or evening. We have seen a marked increase in posts on the weekends and evenings requiring a response. Studies have also shown that posts outside of business hours have a 20% higher engagement rate.

For example, here is a comment from Citizen’s Bank’s Facebook Wall in response to a Bank post about saving for college tuition. It was posted on a Saturday evening and was not responded too until mid-morning on Monday. Is this something you would want visible on your Page for two days?

How should negative comments be handled?

Our best advice is to not remove them. We have seen that happen and the now irate customer has posted an even more aggressive public message on the wall. It is best to respond promptly, thank them for their comments and refer them offline to call an individual person at the bank. Provide a name and number. Often times, the customer will return to the Page and publically thank the financial institution for their help in resolving their issue.

As users become more savvy and comfortable with interactive media, they expect a higher level of customer service from their favorite brands through this medium. Whether you authorize specific employees to handle Page monitoring and management or work with an agency, it’s an integral part of social media strategy to have a plan for your Page during extended business hours.