Social media is becoming such a large part of the financial industry that Wells Fargo felt it needed to produce entire command centers to monitor social media content. A “Social Media Command Center” a center where a company’s social media team can monitor and engage in social conversation around their brand and market. Wells Fargo currently has a main location in San Francisco and back up centers in Charlotte and the Philippines.
Forbes magazine, however, advises firms to be careful about jumping on this social media command center bandwagon. Similar to other social media stunts, they advice a company first access their tactics and strategies.
The first bank to experiment with the idea was NAB Australia in 2012, according to The Financial Brand. To follow were Master Card (which calls it a convenience center), Wells Fargo, and Chase.
Chase took the idea up a notch, however, by having ultra transparency. Their command center in Columbus, Ohio, is literally transparent. The entire building is made of glass. One employee jokes about how they certainty cannot have casual Friday anymore.
This tactic is great because people walking by not only get to see whats going on and take an interest in Chase, they get to recognize that Chase is on twitter are motivated to engage with them.