|Can you answer that?|
You can do this without hiring more staff. Train, promote and empower your front desk night shift and put them to work in social media and marketing. In fact, you should have your best and brightest staff on the night shift, the ones who can give the right answer and make the right decision without referring to a manager. These are your future managers proving their abilities. Set up a system to insure that there is always someone on social media duty throughout the day, night and weekend. At one hotel, the staff has a small koala bear with a clip which is clipped to the screen of whoever handles social media now. When that employee goes off duty, the little bear must be moved and clipped to someone else's screen, so it moves around the back office, the front desk, even the GM's desk through the week and there is never any gap of coverage.
Social Media is now; all day, all nightBusinesses attuned to social media know very well that response time is now, not in a few hours or tomorrow. For hotels and resorts it is a problem as their generating markets are often several time zones away and marketing needs to be open for business on their clock,often around the clock. Using apps to schedule tweets to Twitter at the best possible time in the target market is really useless and even damaging if there is no one on hand and ready to respond to replies.
JetBlue gets great positive exposure from its social media presence and capacity to not only respond to queries, tweets and posts, but for being proactive to help solve individual problems. Every time they help one customer on Twitter, they get thousands or tens of thousands other people to see that they help that one person. You can't buy that kind of positive exposure through advertising.