Summary
Gatorade is an ideal brand for a social intelligence command center: It has popular products and a vast number of customers. Online discussion presents both opportunity and risk for a brand like Gatorade. As a result, Gatorade set up a social intelligence command center — called "Mission Control" — to listen to, learn from, and engage in real time in online conversation. Gatorade's Mission Control succeeds because it has designated staff with clearly assigned responsibilities, and it uses a consistent measurement practice combining social media and business data.
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