Here’s some interesting insight into Gatorade’s dedicated 'Social Media Mission Control Center' in Chicago. Mashable refers to it as a “war room for monitoring the brand in real-time” and it’s not hard to see why. With walls strew with TV screens pumping out Twitter visualisations this is a social media hub of NASA style proportions.
Social Media is often mistaken for a quick and easy route to market, whereas it actually takes a considerable about of input and dedication to make it work effectively. Engaging in social listening and knowing exactly when to react is key. Gatorade is pushing its consumer engagement levels by seeking to understand just what its audience wants and needs across the wider social spectrum and delivering it at the exact moment it is required most.