社交媒体指挥中心席卷商界

    2012年“超级碗”橄榄球赛期间，主办方在印第安那波利斯市中心设立了一个占地达2,800平方英尺的社交媒体指挥中心。联网显示屏的面积达150平方英尺，局域网总长度超过1英里。2周多的时间里，50名专家在这里每天工作达15小时，分类整理了6,400万条社交信息，平均3分钟内就要回答一个问题。由于指挥中心对球迷的咨询提供了实时回复，因此指挥中心创造了320万美元的正面报道价值，消费者满意度提高了12.5%。

    英特尔公司（Intel）的社交媒体战略师叶卡特琳娜•沃特近日在《快速公司》（Fast Company）的一篇文章中指出：“各大企业纷纷开始监控涉及自身品牌的网络对话，即时回应热门话题，让消费者觉得自己也参与到了企业的事务中。”新一代的社交媒体指挥中心走得更远。（我的公司所提供的HootSuite指挥中心软件就可以支持这种新一代的指挥中心。）

    对于企业管理人员来说，事实已经证明，花在社交媒体指挥中心上的钱是很划算的。它让企业可以迅速把关键指标形象化，有助于简化决策流程，把不同部门联系在一起，让整个庞大的企业达成一致。比如戴尔公司共有11万名员工，该公司就有一间70人的社交媒体指挥中心。戴尔前社交媒体与社区副总裁马尼什•梅达近日在一篇文章中称：“我认为，值得注意的是，‘指挥中心’不仅仅是个呼叫中心，也不仅仅是个解决客服问题的地方，而是要在全球范围内，把信息有用地传递给正确的人，不管他们在什么地方……”

    本文作者莱恩•赫尔莫斯是社交媒体管理系统公司HootSuite的CEO。他的公司拥有近500万名用户，包括79家《财富》100强企业。他的日常工作包括与Facebook、Twitter、LinkedIn等全球大型社交网络打交道，因而对社交媒体与大企业的交集方面有独到的见解。

    译者：朴成奎

    During the 2012 Super Bowl, organizers set up a massive 2,800-square-foot social media ground control in downtown Indianapolis, outfitted with 150 square feet of networked screen space and more than a mile of ethernet cable. For more than two weeks, 50 experts logged 15-hour days inside, sorting through some 64 million social impressions. On average, they responded to questions within three minutes. The payoff? By providing real-time answers to queries on everything from parking availability to half-time shows while also amplifying fan feedback, the command center generated $3.2 million in positive press and a 12.5% boost in consumer sentiment.

    "[Organizations] are monitoring online conversations about their brands, reacting instantly to viral buzz and creating companies that consumers feel involved in -- and, in some cases, even bringing in bigger profits as a direct result," says Intel (INTC) social media strategist Ekaterina Walter in a recent Fast Company article. The latest generation of command centers is already taking this a step further. (Full disclosure: my company provides software, HootSuite Command Center, which powers these kinds of nerve centers.)

    For corporate managers and members of the C-suite, investments in command centers are already proving money well spent. The ability to instantly visualize key metrics has helped streamline decision-making and bridge different departments, keeping sprawling companies on the same page. "I think it is worth noting that the social media "mission control" is not just about contact centers or customers with support issues," explains Manish Mehta, Dell's former vice president of social media and community (and the man behind the 110,000-employee company's 70-person command center), in a recent post. "[It's] about getting that information to the right people wherever they are . . . globally and functionally."

    Ryan Holmes is the CEO of HootSuite, a social media management system with five million users, including 79 of the Fortune 100 companies. In the trenches everyday with Facebook, Twitter and the world's largest social networks, Holmes has a unique view on the intersection of social media and big business.