In praise of screwing up first
Case Study: Best Buy: The Cowboy Approach
Best Buy has pioneered the use of social media for building customer engagement through rewards, coupons, and other giveaways. It isn't afraid of making mistakes or failing (which it does in many ways), but right now, that is what makes the brand a winner.
Let's start with the website. The Best Buy website is still the grandfather of the company's online strategy, housing e-commerce, corporate information, and a knowledge base about products and services.
But how is it all organized? There are no apparent or seamless tie-ins on the homepage with its social media efforts.
When I go to Best Buy's main corporate Twitter account, its social media presence, fragmented yet robust, is best summed up by a word that appears near the logo: "whew." They've got a lot of social media going on.
And this is exactly what I mean by the need for organization. Everything about Best Buy's Twitter accounts -- from nomenclature to taglines -- is all over the place.
We've got Bestbuymodesto (Best Buy Modesto), and the bio: "Every Customer, Every Time."
Then there's BBYPDX (Best Buy Portland). The bio is "Portland Area Best Buy Blue Shirts; here to talk tech and answer gadget questions."
And then there is the company's community effort, BestBuyRacing19.
Just for fun, here's the Facebook page and promotional microsite for BestBuy Racing:
So Best Buy does a great job of being out there and informing its customers. But with no less than 30 Best Buy Twitter and Facebook accounts that reflect a dizzying array of product launches, promotions, and news, the company's brand equity is likely to short circuit sometime in the near future.
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