Should your company be taking social media seriously? Ask Gatorade: Gatorade’s Social Media Command Center. Gatorade has stepped it up with a new social media center that monitors Tweets from Twitter in real time and trending topics as well. That amounts to real-time reputation and brand monitoring. Social media is quickly overpowering traditional SEO methods as well. With the June introduction of Google’s Caffeine algorithm, traditional SEO methods are becoming less reliable.