The Importance of Social at Chase
Chase has opened a Social Media Command Center, relocating the financial service company’s social service team into a new high-profile and high-tech location at the Columbus McCoy Center. The move takes its social media team out of an invisible location and showcases it via the equivalent of NBC Today’s street side studio at Rockefeller Center.
McCoy is home to 10,000 employees who will be able to view the Social Media Command Center and its efforts in real time through glass-surrounded and over-sized screens in the building’s atrium: impressive, considering Chase’s new home is the second largest office building in the U.S. (second only to the Pentagon).
The 12-member team’s mission is featured on the bank’s YouTube Channel:
Along with the new space are improved monitoring and engagement capabilities for the team and the ability to provide customer service from specialists in key lines of business, including credit card, loans and retail banking.
The move, while interesting to those of us who follow corporate social command centers ranging from Dell to MasterCard to Clemson University, is also indicative of the growing importance Chase senior management places on the team’s mission.
The take-away
By physically changing and elevating the social media team – as opposed to the other valued, but more traditional, service teams it formerly shared space with – Chase is making a statement about the nature of social and the need for social media efforts to be integrated and assimilated into corporate initiatives coming out of the Columbus headquarters.
