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[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterprise Social Media Command Center, by Susan Etlinger

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In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The …

In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.

To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.

In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.

For more information about this report, please visit: bit.ly/evolution-of-smcc.

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  • thanks very much Susan. Very useful information. Real time data (and associated insights) are critical for the marketing of today. Smart, on point and sustainable are the watchwords - not cool shiny and keeping up with the Oreos.
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