Digital Command Centers: Do You Need One?

The great disrupter of social media is also its largest asset: people. With so many voices, though, how do you sift through the noise to find what matters most?

Digital Command Centers: Do You Need One?

Digital media is like a novice orchestra. Occasionally, the right combination of people and instruments and tunes will come together to form a perfect note—but most of the time, it’s a cacophony of sounds that the average listener will do anything to avoid. In business, though, that singular moment of musical beauty is key to success in the digital age—so how do you sift through all of the noise to find the notes that matter?

Consider a digital command center. As more and more customers continue to become empowered by the forces of social networking, the valuable voices (i.e. customer issues, consumer reviews, and even notes that could alert your business of potential legal issues) can easily get lost. A digital command center—now a staple for any successful CMO, as Forrester Research points out—can help sift through the clutter and highlight the information that really matters.

If you haven’t seen (or even heard of) a digital command center, they usually look something like this. With high-tech platforms facilitating streams of dense information, these centers are equipped to not only gather all the information on the front-end, but also sift through it on the back end to find out what matters most. This means more relevant information for your business, and more opportunities to engage with your customers. These command centers present three critical benefits to your social media marketing strategy.

Identify Influencers

Through a variety of algorithms offered by third-party services, digital command centers can not only sift through the noise of social media, but they can also tell you who your most critical supporters (and, for that matter, detractors) are. This can be especially helpful in your public relations outreach efforts, since it does the work for you in identifying the people who can be most helpful in advertising your brand—and in telling you exactly how many people those influencers can reach. By sorting the information in this way, command centers simplify the workflow, eliminate time-consuming search practices, and even save you money.

Separate Silos

As noted above, command centers can filter and highlight much of the pertinent information that your business needs in order to survive—but perhaps more critically, the algorithms can also then sort that information into pre-identified buckets. In other words, they can sift the data into groupings that allow you to easily search across customer complaints, positive reviews, or potential issues. This means that you not only can save time in identifying the issues-at-hand, but also that you can assign different employees to each silo—thus more effectively separating workflow and more efficiently addressing issues.

They’re Downright Cool

Alright, so not the most technical tag possible, but it’s still true. Some of the most innovative companies in the world are using digital command centers, and in a matter of years, it’s possible that nearly every large company will be on board—so trust us when we say that the earlier you jump on the bandwagon, the more ahead of the curve you’ll be (how’s that for mixing metaphors?). Once you establish such a center, you’ll be surprised at the shear wealth of information that can filter into your system in just a few days—and you’ll often learn things about your company and your employees that you never would have found out otherwise.

 

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