The social media command center (SMCC) entered the spotlight in 2010 when Gatorade and Dell launched their centers. Since then, many brands have jumped on the bandwagon, but for the pace at which the social media industry moves, widescale adoption has been slow to take off.
There are a number of reasons why. Many shy away from the high deployment costs without an obvious ROI, and some see the SMCC as nothing but a PR stunt.
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