Sydney, Australia – G Squared, a digital consultancy, has recently launched Burrow, a specialist 24/7 community management and social surveillance firm. Burrow will work with firms, managing their social media platforms and tackling online brand threats through continual monitoring.
Thirty community managers will work from G Squared’s Sydney command centre to facilitate this.
More than eight years after G Squared first introduced its round-the-clock social media monitoring, the company has adapted to the increasing need of its corporate clientele to safeguard its brand’s image. As such, Burrow has become a stand-alone business, offering services that go beyond traditional community management and social monitoring strategies.
Michelle Yanez-Olivares, the community operations manager at Burrow, is in charge of the group of community managers. Olivares oversaw businesses like Athlete’s Foot, Hype, and Platypus in her role as head of customer experience at Accent Group before joining G Squared.
Speaking about the launch, George Pappas, co-founder of Burrow and director at G Squared, stated, “Enterprise organisations recognise the importance of having Australian-based community managers to ensure their social channels are properly monitored around the clock to limit the potential for brand damage. Burrow goes beyond the traditional service offering, using 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 added, “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.”
Meanwhile, Olivares said, “Burrow is a trusted and experienced partner for brands wanting to ensure an always-on relationship with consumers, while at the same time ensuring 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.”
