Social Media command centers to listen to social media outlets and customers? Really? Wow! Are these bold customer service initiatives by Gatorade and Dell or paranoid brands overzealously trying to protect their image? I thought it was only Intel that said, “Only the Paranoid Survive.”
When we talk about the mindset change from transaction to transformation, these command centers highlight that change. Dell and Gatorade want to be “there” wherever “there” is in the conversation flow. They want to provide value by always being part of the conversation. I think they need to tread gently as brands risk becoming “Big Brother” and ruining the community and brand equity they’ve worked so hard to build. I’m super interested to see where this one will go!
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