You May Need A Facebook Intelligence Command Center

Your Facebook page might need to be dedicated resource for crisis management, marketing measurement, customer support, market research, and engagement marketing.

Do you need a social intelligence command center?

Forrester Research defines a social intelligence command center as a dedicated resource for crisis management, marketing measurement, customer support, market research, and engagement marketing.

That comes from the research company’s report released today called “Best Practices: The Social Intelligence Command Center.”

It includes a self-test to help you determine whether your company needs a social intelligence command center — we’ve got a condensed version of the assessment right here. Forrester awards:

  • one point for every 1 million customers, with a maximum of 5
  • five points for the restaurant or consumer electronics industries; 3 for automobiles, media and entertainment; and travel; and 1 for food and beverage, politics, healthcare, retail, apparel and clothing, and business services
  • five points for 1,000 or more product mentions across Facebook, Twitter, blogs, and forums; 3 points for 500-999; 1 point for 100-499; and 0 points for fewer than 100
  • one point for each of the following: corporate or product Facebook page, Twitter handle, corporate blog, customer community, other social campaigns.
  • five points if a crisis involving unhappy customers, business practices issues, political steps, or product decisions has occurred within the past two years;
  • three points if the aforementioned types of crises are
  • one point if the previously mentioned crises are unlikely.

If your total score is:

  • 20 to 25 points: Get started on a Facebook intelligence command center immediately!
  • 6 to 19 points: Evaluate your internal resources to see how you could improve your social media presence
  • 0 to 5 points: You have no immediate need. Go ahead and breathe a sigh of relief.

Readers, how do you score on this assessment? And what do you think about turning your Facebook page into a customer intelligence command center?