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As you mention in the post, I think it all comes down to the brand in question and the general customer service strategy set in place.
For instance, I could argue that a hotel should have someone monitoring and responding to social media -inclined guests all night. If someone is having a bad hotel experience and can't sleep, so he gets up and Tweets about it, even a moved room and a comped night the next day won't remove the bad memory. This is something that has to be nipped in the bud right away.
However, it seems unreasonable that taking to Twitter would be the first course of action for someone having a bad night at a hotel. First, he would probably call down to the front desk and explain the situation. The front desk should take care of this right away. If the problem is persistent, significant or unfixable the person should be moved right away. The issue should never be escalated to social media in the middle of the night expect to say "The @hotelname just saved my night. Great #custserv."
In my opinion, a 24-hour social media person isn't necessary for 24-hour brands, a solid customer service plan with a course of action for quickly correcting any issues for customers is what is needed - no matter what the channel.
3 years ago on The Fallacy of Round the Clock Social Media