Steal From Best Buy's Twitter Playbook
A few months back, I asked the question, "Where does Twitter make sense?" Well, recently Best Buy provided one of the better examples I've seen -- and it's a game plan that local media should take note of.
@Twelpforce is Best Buy's effort to offer customer service via Twitter. BB employees respond to product questions, recommendations and issues as long as you tag your tweet with @twelpforce.
(Disclaimer: they've yet to respond to my tweet asking -- "@TWELPFORCE Is there any noticeable difference between a $20 and $60 HDMI cable?" I'm not surprised at the lack of response as the question is a hot potato -- Best Buy is notorious for its exorbitant prices on the key not-included cable for your HDTV.)
UPDATE: Shortly after this post, twelpforce responded with a respectable answer -- better late than never.
Anyway -- even if the execution is spotty, the concept's on the money -- giving customers a reason to establish a bond with your brand by providing them something of value that you have readily available.
So that leads me to 6 rapid fire questions:
- Why couldn't local media operations do this?
- Who else is more likely to know or have access to answers to a wide variety of local questions?
- What better way is there to build loyalty for your TV station, newspaper, Web site?
- Isn't this exactly what we're supposed to be -- local experts -- the trusted sources who know a little bit about a lot of things?
- And if we don't know the answer, wouldn't we likely know who does?
- Could there be opportunities to refer users to our own newscasts, columnists and sites in the process?
So if you do happen to ask yourself, "Where does Twitter make sense?" -- think of what valuable expertise you already have, offer it up in free snack-size samples and promote -- "If you like our tweets, you'll love our entrees."
