Gatorade takes social media very seriously

The marketing people at PepsiCo, Gatorade's parent company, are taking their social media very seriously by setting up a "mission control" center in the middle of their marketing department's headquarters. This control center allows the company to monitor its brand on social network sites on a 24/7 basis. There are a number of interesting screens reported on the Mashable/SocialMedia website. Marketers like Gatorade want to monitor consumer sentiment in real time in order to evaluate the nature and level of engagement; engagement being all the rage in advertising circles these days. Engagement, you might say, is the new metric (measurement) of advertising effectiveness.