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In 2008 Best Buy Chairman Richard Schulze didn't even know what Twitter was. The retailer's CMO, Barry Judge, tweeted:
We had an extensive conversation about APIs and Twitter today with our Board. Our Chairman thought at first it was a word I had invented.
Now, the company has come full circle. It has a couple different handles: @BestBuy, @BestBuy_Deals, @GeekSquad and @BBYNews. Its CEO Brian Dunn also has an account, @BBYCEO.
And it has 3,000 employees who collectively manage its help desk account, @Twelpforce, which was launched two years ago (via The Wall Street Journal).
Employees signed up to manage the account, which brings in lots of different areas of expertise, Gina Debogovich, Best Buy's U.S. social media manager told the Journal, which explains:
To be part of @Twelpforce and other social-media outlets, Best Buy requires employees to enroll via a website that verifies their employment status and lays out terms and conditions. The company uses an internal video and its publicly available social-media policy, which prohibits such things as sharing nonpublic financial data and customers' personal information, to explain what it calls its healthy usage guidelines to the @Twelpforce participants.
It's smart, and necessary, for companies — especially those that are tech and customer-service focused — to manage active Twitter accounts. Although having several thousand employees manage a corporate account seems like a disaster waiting to happen, @twelpforce has already been around for two years without any major glitches hitting the media.
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