Dell (a Bazaarvoice client) is referenced online an average of 22,000 times a day. Monitoring volume like this requires a dedicated team, and now that team has a bleeding-edge facility that’s up to the task—the new Social Media Listening Command Center.
Human curation is designed into every important process; Dell didn’t create the SMLCC to run on autopilot. Decisions are still made by people, and not algorithms. For example, tweets that are ambiguous in sentiment are queued up for manual analysis by the listeners.
Brand and product mentions that require responses are expertly funneled out to the Dell employees that are best equipped to address them, in what amounts to an impressively-executed hub-and-spoke system. Harrison summed it up nicely in a conversation after the visit:
Social media is treated with as much care as any other form of feedback from customers; just like a support phone line, there’s always someone on the other end of Dell’s Twitter presence to answer questions and resolve issues.
The silos that impede the social media maturation of most corporations are quickly becoming a thing of the past at Dell. The launch of the SMLCC by a metrics-driven, Fortune 50 organization like Dell is further proof of their understanding that social engagement is both a modern business imperative and an unparalleled opportunity.
For more, take a look at the launch video below: