Telecom Italia is the largest telecommunications company in a country with massive consumer adoption of social media. With such an immense customer base, full of individuals likely to interact on social channels, Telecom Italia faced a great challenge. In 2011, it launched a social intelligence command center for collecting, analyzing, and acting on social media conversations. Forrester identifies two key best practices in Telecom Italia's approach: staffing the right employees to manage social media and focusing on clear business purposes.