What is the added value?
With the rise of command centers in the Netherlands, the question arises as to what the added value of a social media command center is. Is it more than an impressive wall of 60-inch screens in a modernly decorated office space?
Altimeter Group recently conducted research into the demonstrable value of a command center. They interviewed eBay, Wells Fargo and MasterCard. Bart van der Kooi's article also discusses this research. The brands they researched have been using a social media command center for some time. Five use cases emerged from this research.
1. Listen
First, use command centers to listen to conversations around your brand and product. It is essential to understand where these conversations are coming from and who is involved. By visualizing these conversations, this is often easier to determine. This allows complaints and problems to be discovered and followed up on at an early stage, before they become a trending topic and damage the brand.
2. Interaction
The command center is also the place where the interaction with customers and fans takes place. The person with the right knowledge filters and answers the messages. An optimal process ensures that the customer gets a correct answer within a reasonable time.
3. Publish
From the command center, the community managers publish the messages on australia mobile phone number list all social media channels. The content is created by smart marketers and delivered in a content calendar. The community manager in the command center ensures that the message is scheduled on the right day and time and generates the largest possible reach. After posting the message, the community manager follows the messages and, where necessary, he interacts with customers and fans.
The social media command center during the Superbowl
4. Analyze
Community managers analyze the social media messages, detecting and following up on trends and potential issues at an early stage. They also detect sentiment changes and monitor other indicators. The command center is a huge source of information and on this basis the organization can adjust the social media and marketing policy.
5. Routing
The command center is the hub where social media messages come in. Community managers route questions and issues from the command center to the right person or department. They also monitor tasks and ensure that messages are answered within the agreed time frame. The command center is the social media hub within the organization.