In this era where brands hit home runs or strike out in real-time, social media command centers have become more common. They may serve different purposes, but whatever the goals, they require advance planning and substantial resources.
At ANA’s recent Real-Time Marketing Conference in New York, speakers from three major brands shared their experiences and offered their perspectives on what’s involved:
We’ve distilled their comments into a primer on each aspect of the process. Their advice could prove useful for other companies to establish new command centers or fine tune existing ones.
1.Decide on goals: Objectives for social media command centers vary, from listening to conversations, monitoring and analyzing sentiment to creating customized real-time content based on current events.