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. In doing so, they are monitoring online conversations about their brands, reacting instantly to viral buzz, and creating companies that consumers feel involved in--and in some cases, even bringing in bigger profits as a direct result.
One of the first to introduce this technology was Gatorade, which launched its mission control center in its Chicago offices in June 2010. The technology allows the company to monitor social media conversations about the company through a range of visualisations and data streams.
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