A few years ago, many companies were merely experimenting with social — slowly investing one hashtag at a time. Now, brands are realizing the power of social to be a business driver. They’re realizing that the insights gained from real-time conversations can transform an entire organization.
So how do you capture these insights? The answer for many brands is through social media command centers. I agree. But while the benefits of having a command center are clear, choosing the right one isn’t as obvious.
I would know — my team at Wyndham spent nine months researching and evaluating command center solutions before making a decision. Our nine-month command center odyssey revealed the variety in options out there today. It also revealed the shortcomings.
Today’s command centers are strikingly beautiful — large screens, colorful images, impressive charts, etc. — but the benefits don’t go beyond these superficial qualities. These command centers don’t fully address the needs of large organizations.
Global enterprises have enterprise needs. One of the top priorities at Wyndham, for example, is using social media to connect teams, departments, business units and locations across the organization. Having an isolated command center tool, no matter how eye-catching, won’t help us do this in the long run.
In order to truly address the needs of brands, today’s command centers need to evolve considerably. The command center of the future:
It’s not limited to a series of displays in a room at HQ, though that’s still nice to have, it’s NASA-level intelligence that can be taken ‘to go.’ Your command center should be accessible whether someone is at HQ, at a regional office or working remotely from an island.
Different teams have different needs when it comes to social data. Tomorrow’s command center is flexible and can be customized to serve every business function.
It allows you to see trends in real time, track conversations and automatically route them to the appropriate teams so that swift actions can be taken, if necessary.
Social media offers many business-driving benefits and insights for large organizations. With the right command center — not just any — brands take advantage of these opportunities.
<strong>About the Author:</strong> Michael Killi is the Social Media Command Center Manager at Wyndham Vacation Ownership. He’s responsible for managing and maintaining the brand’s listening, engagement, publishing, social CRM, distribution, governance, reporting and campaigns. He is an avid PC gamer, and a passionate Virginia Tech football fan. You can connect with him at @MikeKilli
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