Ikea decides to stablish social media to create a mutual link between all the organisation departments around the world, however this presented certain challenges since the investement or use of social media wasn’t understood in the same way everywere. Therefore they resolve to create a listening hub (physical space) with a social media command centre in order to detect, share and distribute insight across the comapny. This hub allows stakeholders to gain a better insight of the global idea about the brand.

Through this program the organisation realised of the differences of the perception of the brand in different regions and they also realised which social media was used the most depending on the region. Thanks of all this data collected the brand knew where they had to take action to improve the perception of the IKEA brand.