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Article: Best Buy’s new social site – why?

January 6, 2010 | Neal | No comment

I understand that companies may feel like they are sprouting communication channels like crazy between corporate blogs, executive blogs, facebook pages, and tweets coming formally and informally from everywhere but I can’t say I understand why Best Buy would spend precious resources in the way they have on their new site. Here’s a quick summary of what is on the site if you’re interested.

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My question is “why focus resources on building a second corporate site?” outside of Twelpforce – Best Buy’s Twitter-based customer service group – the appeal of Best Buy corporate blogs and twitter feeds is pretty limited. The value of social media tactics is to create digital influence with your stakeholders. Looking at BBY.com leaves me wondering which stakeholders they are looking to influence as they are combining activities focused on current customers (Twelpforce), investors (executive blogs and corporate performance information), and industry insiders (executive blogs and tweets from CES, etc.). When I read the release about the launch of the site I have to say I was expecting something that gave me as a gadget/electronics junkie a place to find out about the latest and greatest as well as deals and tips and what I found was a (very) little of that combined with information about the company’s 3rd quarter stock price. A mystifying launch when the spotlight is shining brightly at CES.

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Cheers – Neal


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