Social Media has become ubiquitous and the need for brands, media and publishers to have a social strategy is now apparent to all. The use of Social Networks as marketing platform has grown enormously in the past 5 years and will continue to grow according to a study published by eMarketer:
While the most sophisticated ones try to stay ahead of the curve with innovations aligned with clearly defined KPIs -which they monitor on a daily basis-, some may still have some way to go. So let’s begin with the definition.
What is a Social Media Command Center?
It is a multi-screen display of Social Media KPIs and the most relevant content and data visualizations that provides centralized command and/or monitoring. Simply put, it consists of several displays of Social Data and Information that allows marketers to guide their social media strategy.
Do you need one?
To help you assess whether you need a command center or simply a social media analytics solution we’ll illustrate 5 of the most common uses. If you are investing in these areas, it may well be something to consider. We will cover from Customer centric to more internal or Business centric use cases.
1- Real-Time Marketing
A timely and easy-to-digest visualization of the most relevant content to your brand can create new opportunities to engage with your audience. It will allow your team to add value on conversations taking place in social networks and seizing the moments. Social Command Centers can help contextualize these conversations and surface actionable items.
2- Customer Service & Crisis Management
Monitoring the “big picture” in real time can help you discover issues and potential crisis as they unfold and respond accordingly. Social Command Centers can also help your team uncover trends in requests by your clients with tools like word clouds associated to negative feedback or help you reward a team’s work when they reach a threshold of positive comments around a specific topic.
In full fledged crisis, having the possibility of easily get a bird’s eye view of the situation can change the way you apply your social media strategy to a specific scenario.
Whether it is internal or external benchmarking, this is something all social media savvy marketers look at. Depending on your business it may make more or less sense to compare your reach, engagement and following to that of your competition. But one thing you should never ignore is how well or bad you are performing against your average, projections or targets.
4- At-a-glance view of the social health or your brands for your executives
Give your management team an easily digestible visualization of your brand’s social KPIs. Are people talking positively or negatively? Have we improved in the past month, 3 months, year? You can also show them the type of content being shared, most used hashtags, influencers, and more. These types of data can in addition to being informative, trigger new ideas for activations, campaigns, products and more.
5- Creating awareness of the company’s social media presence
Are your employees engaged with the social presence and strategy of your company? SCCs can consist of multiple displays distributed across a single office or dozens of offices spanning 5 continents.
Interested in learning how to create a Social Media Command Center? Request your demo