Best Buy Uses Social Monitoring to Build Brand - dummies

Best Buy Uses Social Monitoring to Build Brand

By Aaron Strout, Mike Schneider, B. J. Emerson

Social monitoring is a good way to find people who need help from your service department. If you build a community for customer service, you might even find that customers like to solve problems for one another.

Best Buy wanted to find a way to engage its audience, provide support, build advocacy, and provide recommendations across multiple channels in a manageable way.

Best Buy began to monitor the blogosphere for customers who needed customer service or technical support and helped resolve their questions or guided them to an answer. In 2008, it launched the Best Buy Community, which allows customers to talk to Best Buy advocates as well as other customers.

To make sure customers in all channels were engaged, the team used Twitter in English, Spanish, and French, and created biweekly videos. After this got too difficult to manage, Best Buy partnered with Scout Labs to start the Twelpforce initiative, which allows any authorized team member to respond to questions directly from Twitter.

Best Buy sees about 600,000 customers visiting the community and posting 20,000 messages per quarter. The Best Buy Community and Twelpforce build the brand pillars of technical knowledge and customer service.