Empower my brand
Empower my brand

Which Brands are using Social Media Listening Centers and Why?

The social media analytics industry is expected to grow from a USD 3.6 billion industry in 2020 to a USD 15.6 billion industry by 2025. And with more brands embracing the use of tools like social listening, it is easy to see why the industry is growing. From big brands to small, everyone seems to be monitoring online conversations via social media listening centers. Here we take a look at some of the best examples of brands using social media listening centers. 

Using Social Media Listening Centers

What are Social Media Listening Centers?

Social media listening centers are departments within your organization that tap into the data available online. Managers usually have access to screens full of visually analyzed data representing the performance of the brand. Monitoring social media conversations allows companies to trace all performance issues, engage with customers, and derive actionable insights. 

How does Social Media Listening Empower your Brand?

A social media listening command center helps every member of an organization to understand complex data more easily. This helps the entire organization in a way. If people are unhappy with the customer service of your brand, the insights allow the concerned employee to know the exact issue. The effect of data represented visually can have a profound effect on every working arm of the organization. 

Apart from being a microscope to the area of improvement for your brand, it also helps to pry on your competitors, analyze market trends, etc. 

Which Brands are using Social Media Listening Centers?

We have thus far spoken highly of social media listening. So which brands are already using them? Here’s a look at how 4 well-known brands have been using social listening command centers. 

Wells Fargo 

This massive financial services company invested in a social media listening center and has been reaping the benefits since 2014. The main motive for the company was to be able to tackle the explosive volume of social media posts and reviews coming in every day. 

CMSWire reports that Wells Fargo has a team of five dozen dedicated staff monitoring its social listening dashboards. Monitoring all social media interactions is really important for Wells Fargo which is why each post is thoroughly revised by a team. In addition to the regular mentions, the team pays close attention to conversations about topics like debt. 

Intel 

Intel’s social media center of excellence has been up and running since 2009. Like Wells Fargo, Intel too needed this tool to manage the massive volume of social media conversations. After all, the brand has over 10 million followers across its Facebook pages. 

As a company serving in the B2B market, Intel’s approach to social media has been different. Rather than measuring metrics such as “likes and views”, they use the platform to gather information. Intel’s social media strategy team uses social listening to extract insights from their campaigns like quizzes, polls, challenges et cetera. Most of the information for new product development or improvement comes from these audience members. 

Gatorade

Pepsico’s brand Gatorade is well known for its flashy advertisements. Well, this brand too relies heavily on consumer insights to inform their marketing decisions. We spoke at length about how Gatorade uses social media listening centers on a day-to-day basis in one of our previous blog posts. Give it a read here. 

Southwest Airlines

Another popular brand that takes social listening and consumer service extremely seriously is Southwest Airlines. Southwest airlines has equipped itself with a glass-enclosed social listening room which is the heart of their social media operations. Every mention, every conversation is tracked and the team gets real-time alerts. Here’s how Southwest Airlines has been able to leverage the tool to its fullest potential. 

The list of brands using social media listening centers does not end here. Brands like Vodafone India, American Airlines, Dell have all joined the club to reap the benefits. If you want to start it and give it a spin, you can take Auris for a ride! 

What are Social Media Listening Centers?

Social listening has been gaining ground as an essential tool for online marketing. This trend is clearly visible in the fact that an increasing number of companies are tuning in to listen to online chatter every day. And this is for a reason. Active social listening has motivated businesses to perform better. Companies have started to use social media listening centers to monitor and analyze social data. This is how they monitor online reputation and derive actionable insights. 

Social Listening Command centers

What is a Social Media Listening Center?

You must have heard of brand offices having sleek glass rooms with monitors displaying graphs and charts all over. Every other brand like Dell, Cisco, Tampa Bay, Gatorade seem to have these. These spaces are for the social media team. They monitor their brand’s performance online as the elite system pulls in data. The social media listening center helps an organization monitor real-time tweets, reviews, heat maps and shifts in sentiment. Every department works in tandem with the information which goes out of this room. Hence, it is ideal to concentrate all social listening activities to a dedicated area. This helps ramps up your crisis management strategy and allows you to react well in time. 

Why is a Social Media Listening Center a Necessity Now?

The effectiveness of having a centrally communicative system providing actionable information is self-explanatory. However, setting up such a system would require resources. But here’s a business case to justify such an investment:

  • Everyone has access to data. When you have a centralized system for social listening and data analysis you can team up with other departments and change the way your company shares information. 
  • When you have a dedicated team, you are listening to the chatter and deriving insights round the clock. Your decisions are no more based on guesswork but are backed by the insights that you got from your target audience. 
  • Using a social listening tool makes data more accessible. You can grant access to easily comprehensible tips to all your employees. Data is presented in well-thought-out visualizations which are easier to understand. 
  • When you are monitoring data round the clock, there are very low chances of being hit by an overnight crisis. Your social media team would be able to jump into action at the first sign of a negative mention. 
  • Apart from these additional advantages, you get all the other benefits of using a social listening tool. This includes ease of doing market research, content marketing, influencer marketing et cetera. 
  • A social listening command center goes a long way to help both your customers as well as your employees. As a result, you can build your business better. By listening to your customers, you get to know about their needs and expectations. When you deliver, you win their support. For an employee trying to figure out ways to improve business for the brand, these insights or pointers are of great help. 

In Conclusion

Top brands and startups have all started diving deeper into social conversations. For some, it is to measure mentions, while others may use it to generate leads or manage crises. Whatever be the case, social listening has been on the rise and a social listening command center helps to make the process more streamlined.