Here’s the thing: social media never sleeps. Once you open those floodgates, it’s a 24/7/365 relationship. This is very true for brands, particularly those that have a global presence. And it presents a unique kind of problem.
Indeed, six in 10 respondents to an immediate future survey said that managing out-of-hours engagement from their social media campaigns was their biggest challenge.
About half (51 percent) cited gathering real-time data and insights as difficult, while 45 percent said that finding the necessary skills and resources to deliver a top social media presence was problematic.
“Most companies understand the importance of bringing some of the core social media skills in-house,” said Katy Howell, CEO at immediate future, “But when we asked brands about best practice, only three percent suggested that dedicated resource was a priority. Many marketers and comms professionals are managing dual roles and this can cause further challenges when activating real-time engagement.”
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