While speaking to a group in Southlake Texas yesterday, I was asked about how to keep up with social media “traffic”. Shelley Ruddick, VP at Bank of the West, is a one woman social media department. She is charged with leading the organization on social media as well as keeping in compliance with banking regulations. How can Shelly and others keep up with social media?
Let’s take a look at how Gatorade is addressing this challenge. The PepsiCo-owned sports drink maker is putting social media quite literally at the center of the way Gatorade approaches marketing.
The company created the “Gatorade Mission Control Center” inside of their Chicago headquarters. This room sits in the middle of the marketing department and could be described as a war room for monitoring the brand in real-time across social media. The room features six big monitors with five seats for Gatorade’s marketing team to track a number of data sources and custom built dashboards. *
What could you do with a dedicated work place with one computer and two monitors? Just getting organized and having the right tools can decrease anxiety and increase effectiveness. As your social media presence and traffic improves, you may need to hire someone to do this full time. Here are a few tools that will help:
The Unilyzer – This is an inexpensive Dash Board that will help you monitor your Social Media activity such as Facebook, Twitter, LinkedIn, YouTube and more.
HootSuite or TweetDeck - Either one of these free tools will allow you send and receive content from one place. You can combine your social media content into one place then divide it by topic so you can monitor and make sense of what is being said about your brand. You can also post or publish from one place to multiple sources, thus simplifying your job.
I hope this example and these resources will help you and your organization improve the value of your brand in the social media space.
• Source: “Inside Gatorade’s Social Media Command Center,” Mashable.com, June 15, 2010