Who's that bleary-eyed chap in the corner? Why, he's the CMO who stayed up all weekend conducting WOM (word-of-mouth) damage-control—after one bad Saturday-morning customer tweet.

Welcome to the new downside of 24/7.

"Buzz isn't scheduled, especially bad buzz," says Jackie Huba in a Church of the Customer blog post. "Thanks to Twitter, it can snowball into an avalanche of angry buzz after-hours or during a weekend, just in time for the Monday-morning news, as Amazon and Motrin recently learned."

So, what's a trendy company to do? Huba put out a call to her loyal readers to find out. "Who's monitoring your brand Friday night to Monday morning?" she asked. As you might have guessed, the responses covered a range of perspectives.

Some questioned the need for weekend WOM-monitoring. "[T]he hot-spot of buzz is a small percentage of people." "[A] well-thought-out response is better than a lightning-quick response."

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