The Social Media Command Center or Control room is as much of a dead end as the "Dot-Com" subsidiary or department.

1. Why the Social Media Command Center/Control Room is a De... http://www.buzzient.com/blog/why-the-social-media-command...
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There’s been a lot of conversation about Social Media Command Centers in the past. As 2013 emerges, lessons learned Loyalty M&A Open Social
we believe at Buzzient that this is going to be shown to be a dead end. In reality, social media data for Enterprise Oracle Press Radian6 Retail
customer care and other purposes needs to be a part of the application experience, and not a standalone Salesforce.com sentiment Siebel siebel crm
“department”.
Social CRM SocialCRM social
Remember DotCom subsidiaries? These were the specialized groups in the company that “handled” the
social enterprise
customer
internet in the late 90′s. If you wanted to post something outside the corporate firewall, you had to go
applications Social Media
through these gatekeepers. DotCom groups were also chartered with figuring out the internet business Social Media
Socialmedia
model for the corporation. In the meantime, normal everyday use of the internet was actively discouraged Analytics social media
unless sanctioned.
integration Social Media Management
Social Media Marketing Social Media
Publishing social media reach Social Media Tools social
network analysis Techcrunch Technology
Twitter workflow
Social CRM and the Enterprise
Adam Metz Enterprise Software Insider
Oracle CRM Blog Paul Greenberg CRM
DotCom team Web Strategy by Jeremiah Xenophon Strategies
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2. Why the Social Media Command Center/Control Room is a De... http://www.buzzient.com/blog/why-the-social-media-command...
Think of how silly that sounds today. Having to sanction a web search, or the creation of a web-based
marketing campaign or test. At Buzzient, we believe that shuttling the social listening, customer care, and
analytics efforts through a standalone department will seem just as silly by year end. Posting to Twitter or
Facebook, or responding to a customer on one of these channels shouldn’t be the domain of people who in
many cases know nothing about the underlying business processes of customer care or ecommerce.
Social will need to be integrated with the CRM, ERP, ecommerce and other applications used by the
business unit, and not left up to these “outboard motor” standalone teams.
Look on the bright side, though. The LED/LCD screen makers have had a good run at these companies…
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