Unless you live under a rock, you're aware of the myriad of companies using Twitter as one of their customer service channels. @comcastcares, @SouthwestAir, @RichardatDell, @twelpforce - the list is growing by the hour. Many companies are trying to copy these made-for-social-media-conferences-casestudies and squeeze their way into Social Media. They are busy creating Twitter accounts, Facebook pages and other Social Media initiatives, hoping to "listen", "engage" and "converse". But all this listening and conversing doesn't fix the real issue: Your product/service is terrible. And that's where you should focus on: improving your product/service. Not adding more Social Media platforms to your portfolio.
Case in point: Best Buy.
The retailer has received numerous write-ups about their Social Media initiatives, their @twelpforce and @bestbuyCMO have a strong presence on the Social Web and their Facebook page has more than 1.1 million "likes". Pretty impressive. But, after my last visit to a local Best Buy, I wonder: Are they listening? Or just hearing? Are they improving? Or just reacting? While Best Buy's social presence is impressive, their store experience hasn't changed over the years:
Silos everywhere and requests for help are still being answered with: "I don't work in this department."
The pressure by associates for extended... Read more