Gartner Research

Should You Invest in a Social Command Center?

Published: 28 March 2018

ID: G00347348

Analyst(s): Christi Eubanks , Jay Wilson

Summary

Building a mission-control-style social command center can be a seductive proposition for social marketers. Whether the investment pays off depends on your business needs. Marketing leaders can use this research to determine whether a command center is right for their organization.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Focus on Data and Measurement Strategies First, Screens and Visualizations Second
    • Capture Quality Over Quantity
  • Gauge Whether a Command Center Will Help Bridge Gaps Between Social Marketing and Other Teams
  • Determine Whether the Investment in a Social Command Center Will Pay Off
    • Strategic Purpose
    • People
    • Process
    • Technology
  • Broaden Your Command Center's Focus
    • Define Your Operating Model
    • Champion Its Use

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