Nestlé's 'social war room'
Posted: Sat Jan 25, 2025 4:35 am
For some time now, large multinationals have been incorporating monitoring and active listening of social networks into their work teams. A few months ago, the case of Nestlé came to light , which has been working in Vevey (Switzerland) since 2012 with what it has called its Digital Acceleration Team (DAT), in a futuristic-looking space colloquially (and quite significantly) named its ' social war room ', its particular social war room.
The Swiss multinational has a team of 12 social cambodia email list media experts at its headquarters in Vevey , on constant rotation to ensure active listening to its brand 24 hours a day. But this Swiss team is just the tip of the iceberg, as Nestlé has created another 14 branches with similar characteristics in 13 countries, including Spain, for example.
Other brands, such as Adidas , Adobe , Dell , Gatorade , KLM Royal Dutch Airlines or Mastercard have also advanced in this line and have monitoring departments integrated into their staff, but these examples of extreme professionalization should not be confused with the needs of a medium or small-scale company.
As is almost always the case, virtue lies in the middle ground . Between doing absolutely nothing to monitor a brand's online reputation and Nestlé's almost obsessive level of monitoring, there are many shades of grey. The range of tools (even free ones) offered by the market is so wide that it can be adapted without too many problems to the needs of any type of company , always with the advice of a well-oriented professional.
The Swiss multinational has a team of 12 social cambodia email list media experts at its headquarters in Vevey , on constant rotation to ensure active listening to its brand 24 hours a day. But this Swiss team is just the tip of the iceberg, as Nestlé has created another 14 branches with similar characteristics in 13 countries, including Spain, for example.
Other brands, such as Adidas , Adobe , Dell , Gatorade , KLM Royal Dutch Airlines or Mastercard have also advanced in this line and have monitoring departments integrated into their staff, but these examples of extreme professionalization should not be confused with the needs of a medium or small-scale company.
As is almost always the case, virtue lies in the middle ground . Between doing absolutely nothing to monitor a brand's online reputation and Nestlé's almost obsessive level of monitoring, there are many shades of grey. The range of tools (even free ones) offered by the market is so wide that it can be adapted without too many problems to the needs of any type of company , always with the advice of a well-oriented professional.