Some of America’s most compelling brands are harnessing the conversational aspect of social media by setting up “listening command centers” to capture, monitor, and utilize social media conversations.
Benefits of Listening Command Centers
The command centers enable brands to respond rapidly to trending topics in social media. For example, after Gatorade launched the “Gatorade has Evolved” campaign–which featured a song by rap artist David Banner–it was heavily talked up in social media, Gatorade was able to work with Banner to have a full-length version of the song ready to distribute to its Facebook and Twitter followers within 24 hours.
Listening command centers also allow consumers to participate in brand activities and shape their own experiences with the company. Thanks to its listening command center, Dell is able to provide almost instantaneous assistance to customers, and thanks to conversations and insights gained from social media, they’ve launched the (RED) line of products and FastTrack PC shipment, and redesigned the keyboard on their highest selling laptop after feedback that the apostrophe was positioned awkwardly.
Learn more about how top brands are using social media at fastcompany.