Forrester

Why Read This Report

If you represent a large consumer brand, consider a social intelligence command center — a dedicated resource for listening to the groundswell. A command center like this can improve your crisis management, marketing measurement, customer support, market research, and engagement marketing strategies. At a price of $1 million or more, command centers are best for popular brands that generate a lot of discussion or have millions of customers. If you do build a command center, follow the four best practices for success: 1) Staff the right people for the job; 2) define a measurable purpose; 3) leverage a listening platform; and 4) establish a repeatable process. This is an update to the 2011 "Centralize Social Intelligence With A Command Center" report, with new examples for the social intelligence playbook.