Social media command centers. Sure, they are cool, trendy, and can prove incredibly useful. But to most marketers, two other adjectives also come to mind: difficult and expensive. With so much technology linked together, it must require a huge investment of time and money. Right? That’s what you’d think. But it’s not true. With our method and insights, building a social media command center is so much easier than you think! We will show you the 4 steps to establish your own center, and some more insight into how we built one from start to finish in only 9 days.
The social media command center is a pretty recent innovation, and one that will bring untold rewards not only for your marketing team, but for your whole company. If you want to know more about why, check our first article here about how our own command center has radically improved our marketing team.
Ever thought about building your own? It’s not as hard as you think–really! There are 4 easy steps you’ll need to take to get your plan in motion.
What can a command center do for you? This is what you need to ask yourself. Think of the different sources of data that you could link up to the center, and how you can integrate them for the best effect possible.
This can include a variety of social media tools, showing you competitive analysis of your brand versus others for any metric over time(fan growth, response time, engagement rate, etc.), the content being sent out on all social channels from you and your competitors, all conversations about your brand on social and the web, traffic to your website, and even the performance of your ads on social media. But it also goes beyond social media, too–you can pull data from any data source with API, including (but not limited to) CRM tools, your own database and datasets, or any 3rd party application. The possibilities are virtually limitless.
Along with this, you have to think about what KPIs you would like to monitor for each source, and more importantly, how you would like to visualize it. Look above for an example of one type of visualization, for a sports agency, showing on one screen the number of social media mentions of two different NBA teams.
When it’s done properly, your Command Center will be beautifully designed, with a big picture overview of all of the KPIs that matter. You will be able to listen to your Fans’ conversations across social media and the internet with real-time listening, and even monitor web traffic to your page, among thousands of other possibilities. For the one-time cost of building the Command Center, it will easily create insights that you can act on, quickly, as a marketing team.
NOTE: While some data can be visualized in real-time, other types cannot be (this largely depends on the type of data source). HOWEVER, if you are monitoring social media, we highly recommend having most analyses be in real-time, especially for monitoring conversations and trends.
Once you have the vision, it’s time to get down to the nuts and bolts. And yes, there are a LOT of nuts and bolts! For our team, it took 2 weeks to install the hardware. We used ten linked 46” Samsung ultra-slim HD LED screens, plus special software. The number of screens will depend on your needs, along with the size of the room.
But don’t fret! Once you have the technical foundation, the actual assembly is not that hard. Our team did it in just 9 days.
If you’re worried about money, don’t be. Depending on the number of screens, monitored pages, and developmental delays, the price can vary. But honestly, that price was more than worth it for us. Our ten screens help each of our marketers stay on top of everything happening in our social, digital, and CRM database. It has become an invaluable part of our operation here.
Once your command center is set up, you aren’t done yet! The center is wonderful, sure, but you need to train your team how to use it. That means have your team use the Command Center, and understand how it can add to their daily routines. You have to explain the vision and the benefits, and also be open to their advice about what will and what won’t work.
And of course, make sure to use the tool for fun occasionally! Personally, we loved using the command center for parts of the Winter Olympics :).
If you are serious about a social media command center, get in touch with our team of professional consultants here! We’ve developed a full program for consulting you on every step of this process. You’ll save yourself a lot of time, and working with us, you can create the perfect Command Center for all of your marketing needs both quickly and cost-effectively! With all of our consulting options, you only need to tell us what you want, and you can receive it in a ready-to-use solution.
We are also able to provide a more complex, “premium” package that includes the actual TV screens themselves, along with information and graphics-rich guides on how to install them in your office. We’re even able to help with the actual installation itself. So stop waiting – get started on creating your Social Command Center today!
In the next article in our series on command centers, we’ll show you how to translate the data you’ll have access to from it into results. Check back soon to learn how to use the command center once it is built.
Watch how we did it in this awesome video