Digital agency G Squared has launched a 24/7 dedicated COVID-19 social monitoring service following a 400 per cent increase in brand mentions of its existing clients since tighter social and work restrictions came into force.
The independent Sydney agency, which six years ago started the first locally staffed 24 hour community management service, has established the COVID-19 arm following requests by clients to provide enhanced data metrics and faster response to incidents, requests and comments on social platforms. Examples include images posted of retail outlets where social distancing laws are not being followed, incident responses – such as confrontations in store and consumers asking for health and other advice.
The dedicated service includes social monitoring and listening for brand-sensitive dialogue surrounding COVID-19; specific reporting such as volume, critical interactions, geographical plotting and sentiment analysis; and a 20 minute escalation and response framework. In addition, G Squared will expedite new businesses onboarding with the service within 24 hours and all 20 of its community management team have undergone specialised training on COVID-19 scenarios.
G Squared has trialled the service with a major medical group in the US that operates more than 30 hospitals. It also works with universities, retailers, finance and insurance companies, media and automotive businesses.
George Photios, director of strategy and performance at G Squared said: “We have seen a 400% increase in brand mentions of the clients we work with since the COVID-19 crisis escalated in Australia. With decisions on how we live and work being made and implemented rapidly, organisations and brands need to know what’s happening and respond faster than ever before to ensure reputational management is maintained.
“Traditional listening tools are automated and only produce reports as per a schedule. They can contain thousands of brand mentions, but lack the human empathy in detecting and escalating sensitive content and images. With our team of community managers we can identify, report and respond to these in almost real time, instead of periodically through an automated report.”
G Squared is platform-agnostic and works with the major platforms including Sprinklr, Sprout Social, Social Studio, Falcon Social, Meltwater and more.
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