To understand why Wells Fargo has set up a command center to better monitor social media sites, consider this: last year, the bank was mentioned more than one million times on social media sites — and not all those comments were flattering.

The nation's fourth-largest bank recently set up a war room in San Francisco — and a backup location in Charlotte — where employees sit side by side to watch eight large screens that display Tweets, Facebook posts and other social media content published about the brand, engage with consumers on topics that are trending and quickly respond to specific customer queries.

Register or login for access to this item and much more

All Financial Planning content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access