Best Buy's Social Media

Social media has become such a significant platform for companies to communicate with their publics and if a company is not using social media, they are missing out on crucial interactions with their customers and stakeholders.  Best Buy uses multiple forms of social media:

I think that Best Buy's Facebook page should be an example to all companies.  Best Buy does not simply advertise news stories or new products but in almost every post, they ask a question.  This allows the members of the public to respond with their answers and have a conversation with other customers.  Best Buy wanted customers to reminisce on the Muppets and  share their favorite with the company and with others.  They had over 300 people comment on their favorite Muppet.  While this has nothing to do with a new product or a new story involving the company, it is a creative way to interact with customers.


Best Buy also uses Twitter to interact with its publics.  The Twitter page is more for advertising products and specials that are going on, but one thing tactics that they are using is Free-Giveaways with Trivia.  For example, Best Buy Movies is a Twitter page associated with Best Buy and last week they were asking followers trivia questions about the ABC show Castle for the chance to win a copy of a book by Richard Castle.  The questions were tweeted and followers could respond to the tweet with an answer.  The first tweet with the correct answer won.


Best Buy also uses their Facebook and Twitter pages as an open forum for customer concerns and questions customers may have.  They even have a Twitter page, called Twelpforce, specific to questions for technical assistance.  Two weeks ago I read an article from Forbes Online discussing the don'ts of social media in the corporate world, and one of the don'ts was replying to posts on Facebook and Twitter like a robot and giving generic responses to customers questions and concerns.  Best Buy personalizes its responses to customers and if necessary, gives them an e-mail address or alternative communication solution so their concern can be handled more personally.

Best Buy also has multiple YouTube pages that can all be accessed from the company's main YouTube pages.  Best Buy has videos that range from T.V. Commercials to videos on how Best Buy can be what you need and be where you need them, such as the video below.


Overall, I think Best Buy uses social media to one of its highest potentials.  They are interacting with customers and letting the customers know that they are the companies priority.  One thing that the company could improve if the presence of high-ranked team members, such as the President, CEO or CFO, on Facebook and Twitter pages.  This would allow the company to develop a more personal relationship with its customers.  While these company dignitaries could lead to criticism from customers, I think their presence would be unexpected and welcomed to make the company image even better than it already is.


For more information on how Best Buy interacts with its community, visit their Community Landing site.

Introduction

Best Buy is honestly one of my favorite stores.  It is my go-to entertainment store for CDs (yes, I still buy CDs), DVDs, cell phone accessories, computer accessories and many other items I've needed over the years.

The company began in 1966 and is now known as a multinational retailer of technology and entertainment products and services.  Some of Best Buy’s brands include Best Buy, Best Buy Mobile, Geek Squad, Napster and others.  Collectively, the Best Buy brands generated over $50 billion in annual revenue last year.  Recently, the company has decided to switch its operating model from a product-centric to a customer-centric model, bringing new and better in-store and customer service experiences to its customers.  This also includes adding new products and services to the company.

The company is committed to the community and community partnership is central to its business.  In Fiscal 2011, Best Buy donated $25 million to help improve the communities where its customers and employees live.  Recently, they were named to the 2011 Dow Jones Sustainability Index, which measures companies on environmental, social and community governance.  The company was also named the National Innovation Contributor of 911 Day of Service and Remembrance, furthering the efforts to establish September 11^th as a national day of service and remembrance.

Through the numerous community service efforts, Best Buy has been able to establish a good reputation among its consumers.  The company reports out its efforts through news releases, which are updated multiple times a week.  The company also uses its social media sites, such as Facebook and Twitter, to communicate with its customers.  They even have social media specialists.  It is unruly customers like Cindy (you don't want to see the post she left on their wall after this comment) however, that make Best Buy look bad in the eye of the customers because it is the one or two customers who have had problems that bring it to social media to share with everyone (we'll get to social media later).  I think some of the challenges that Best Buy will face is through social media sites such as Facebook, where customers can come through and make their complaints public knowledge when customer service will not listen.  The company has to combat this and try to communicate with customers as much as possible, as Kyle did above.

I have to applaud Best Buy for their rational communications with unruly customers, such as Cindy, and for their extraordinary efforts to help members of their communities around the world.