G Squared mitigates online brand risk with its social monitoring agency Burrow

G Squared has launched Burrow, a 24/7 community management and social monitoring agency with clients including Specsavers, Australian Super, Monash University, Stockland and Bunnings.   Burrow partners with leading companies to manage their social media channels, mitigating online brand risk with round-the-clock monitoring by a team of 30 trained community managers working from G Squared’s Sydney-based command centre.   The digital consultancy launched Burrow as its own business practice after increased client demand from enterprise clients to safeguard brand reputation while moving beyond traditional community management and social monitoring practices.   Burrow’s team of experienced community managers is led by community operations manager Michelle Yanez-Olivares, who, prior to joining the digital consultancy, was previously head of customer experience at Accent Group, which includes brands such as Athlete’s Foot, Hype and Platypus.

  George Pappas, co-founder of Burrow and director at G Squared, said Burrow goes beyond the traditional offering and recognises enterprise organisations need their social channels monitored around the clock to limit the potential for brand damage. He noted that uses the latest technology, engagement techniques and data to ensure brand reputation remains positive.

"Even more importantly, Burrow identifies and addresses potential risks to protect brands from negative interactions or incidents before they become business critical issues," he said.   Pappas continued: "Having seen exponential demand for after hours and always on community management and social monitoring, the time is right for Burrow to emerge as a dedicated brand alongside G Squared. In Michelle, we have someone who is highly experienced in managing teams and developing strategies to mitigate brand risk online."   Yanez-Olivares added that Burrow is a trusted and experienced partner for brands wanting to ensure an always-on relationship with consumers while reputational damage is limited and brand advocacy maintained.

"This is especially important outside office hours, such as evenings and weekends, where our team can pick up and escalate high risk activity before it snowballs and impacts brands," she added.

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Top image:  Michelle Yanez-Olivares and George Pappas