Gatorade has planted a stake firmly in the social media realm, putting its social media monitoring and engagement at the heart of its marketing department, launching Mission Control. Mission Control is Gatorade’s listening and engagement center where it monitors brand mentions and conversations in social media space. It also lets the brand see which websites, landing pages and online marketing efforts are performing better than others-letting Gatorade extend or shut down campaigns depending on how sentiment and other KPI’s are doing for given opportunities.

An impressive effort to be sure, and one that more brands will follow as social media becomes core to their understanding of how their brand is performing with their target audience. Whether it’s a physical space or not, expect more brands to make social media monitoring a core part of the daily dashboard showing the health of the brand, market or business. So the question becomes, what are you doing to monitor the health of your business online?

From Mashable’s article on Mission Control and its ROI to Gatorade:

On a day-to-day basis, Gatorade’s tools are also being used for more conventional marketing tactics –- like optimizing landing pages and making sure followers are being sent to the top performing pages. As an example, the company says it’s been able to increase engagement with its product education (mostly video) by 250% and reduce its exit rate from 25% to 9%.

Below is Gatorade’s video about the new Mission Control:

Read more:

• Gatorade’s Social Media Mission Control: One Big Distraction? (socialtimes.com)