Wells Fargo the latest brand to open social media command center

The banking giant’s stated goals for the center are to track sentiment and help with customer service. If there’s a lending question that comes up, though, that gets kicked to the lawyers.

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The bank has a dozen people in San Francisco — as well as a team of six in Charlotte, N.C. — to monitor and post to social-media channels like Facebook, Twitter, LinkedIn and YouTube. (A launch on Pinterest was set for early April.) They sit in front of a bank of TV screens that broadcast mentions of the brand and how social sentiment is trending.

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