![]() You’d be amazed at the number of people I talk to-people who run big businesses around the world-who think social networking is just a fad, or that what you see on Twitter and Facebook is simply clutter. To read the latest thoughts from Brian Dunn on Twitter, go to /bbyceo. Nobody likes being this security-minded, but it allows me to stay out there online. We never figured out who got into my account, but it shouldn’t happen again: Having received help from my IT team, I now use well-constructed, tortured passwords, and I change them every three weeks. Like many people, I’d been using a password that was easy to remember because it was based on something in my life. ![]() But this morning my coworkers back in the U.S.-and my 5,000 or so Twitter followers-had read a rather unusual tweet from me: “I’VE BEEN HAVING A LOT OF GREAT SEX LATELY, AND HERE’S WHY.” It was followed by a link to a website, presumably one offering male enhancement pills. Ordinarily, I tweet on a variety of subjects-my experiences in Best Buy stores, my kids, even my thoughts on the Minnesota Twins. The “crisis” we needed to manage involved my Twitter account. The first person to reach me was Best Buy’s VP of operations, but she wasn’t the last-I received a quick series of panicked calls. I was on an overseas business trip early this year when my phone began ringing at 4 AM. Dunn acknowledges that social media can have a downside-such as when his Twitter account was hacked in a particularly embarrassing way, causing a brief crisis at Best Buy-but he remains a committed fan. ![]() That’s why Best Buy has a Twitter feed called Twelpforce, where customers can post tech problems and company associates or other users can post solutions. Social media are absolutely core to his company’s strategy, Dunn says, because the more people become involved with them, the greater the demand for connectivity and the PCs and mobile devices that deliver it. To Dunn, this was a moment of serendipity-and an illustration of how important his employees’ work can be. service members and Best Buy employees in the reserves, a company product specialist let him know that her fellow employees had put together a technology system that enabled her and her three children to talk with their father, a soldier in Iraq. ![]() On Memorial Day 2010, after Dunn tweeted a simple thank-you to U.S. Now he uses Twitter and Facebook to connect directly with customers and employees, watch trends, and keep on top of the news. When Dunn’s interest in social media began, about five years ago, it was a personal interest, not a strategy. ![]()
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