Every company has to deal with people who talk about it on the Internet, and different ones handle it differently. Nestle for instance, maintains an elite team of Digital Accelerators that, as an article by Reuters reveals, watches the wide world of Internet comments like a hawk.
The Digital Acceleration Team, comprised of over two dozen people, is located in Nestle’s HQ in Switzerland where they man a control room outfitted with all manner of displays, keeping a close eye on the words of commenters across the globe, and deciding when to intervene.
Pete Blackshaw, 47-year old head of digital marketing and global media, is in charge. On a recent weekday, the American and his staff of 30 to 40-year-olds were monitoring the online action on such topics as the latest cute dog photo on the Purina pet food website, or who was drinking Nescafe.
…”If there is a negative issue emerging, it turns red,” says Blackshaw, indicating a screen powered by software from Salesforce.com Inc., which is also used by such brands as Dell computers and delivery company UPS. It captures millions of posts each day on topics of interest to Nestle.
Nestle insists that it neither pays pro-Nestle bloggers nor buys fake fans and followers. Instead, it merely supports a group of professional browsers to comb over the most mundane references to the company day after day, week after week. Historically, Nestle has had some serious enemies, so the lengths to which they’re going might not be too far out, but it’s still wild to imagine the control room devoted to this monitoring, and knowing it actually exists.
They have 1 billion users, but that’s not Facebook’s only amazing statistic. There are a lot more, starting with a staggering 1.13 trillion likes. One point thirteen trillion likes, people. It’s crazy. Here are the rest of their stats, compiled since the first day of Facebook:
Over 1.13 trillion likes
since launch in February 2009. Wow.
140.3 billion friend connections
to one billion total users. Is everyone connected to everyone or what, Kevin Bacon?
219 billion photos.
These are photos actually in the system, not including the deleted ones. They believe they have had 265 billion photos in their servers since fall 2005. Flickr is weeping.
17 billion location-tagged posts,
including check-ins as of September 10, 2012—since August 2010.
210,000 years of music played so far.
62.6 million songs that have been played 22 billion times. The most staggering fact about this: their music-listening app only started in September 2011 and this data is from September 11, 2012.
More useless but neat facts:
• Facebook says that the median age of the user is about 22 years.
• The top five countries, in alphabetical order, where people connected from since the 1 billion user record was achieved: Brazil, India, Indonesia, Mexico and the United States.
• Of that 1 billion, there are 600 million mobile users. Not bad.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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