NASA-style mission control centers for social media are taking off

FORTUNE -- Houston, we have a tweet. Growing numbers of global organizations -- from Gatorade to Dell and major universities -- are building multimillion-dollar mission control centers for social media: dedicated physical hubs for monitoring and responding to the torrent of social commentary and queries flooding in via Facebook, Twitter and other channels.  Decked out with giant flat panel screens, sleek mood lighting and banks of monitors, the command centers track a dizzying array of real-time stats and indicators, from mentions on Twitter to general consumer sentiment and social media market share....READ MORE > NASA-style mission control centers for social media are taking off: