Check out this article, Can Best Buy Get Its Groove Back Through Social Media Leadership? by Ann Charles – 8/14/2002
The article really shows the power of brands and executives coming together on social media!
I really can relate to this article too. Executives who actively engage on Twitter really help create strong advocates because they help people connect to a person at the company and they feel a deeper connection to the brand they represent. In the case of Best Buy, this type of relationship can have a an adverse affect when these same top executives leave the company. I think both the company and the executives lose in the end. Not a pretty picture.
I think the next step for Best Buy is to bring in a strong leader who is also active on social media sites. The two really go hand-in-hand. There are a number of rising stars out there and these people are all about connecting with clients and creating advocates for the company as this article states.
My takeaways from this article are the following:
As an executive, I can help my company become a stronger brand on social media platforms.
Numbers should not be the focus. Advocates should be the focus. I want people who will read and share my thoughts with others.
Executives should also represent the company with blog posts. Fresh content posted on a regular basis is very valuable to the company and should be a part of this process in case the top executive leader ever leaves the company for another company. This way the company also has some insurance in the game.
Executives who are active in social media bring a whole new type of connection which can take companies to a higher level with respect to brand recognition.
Executives who are active on social media sites also help bring their personal brands and help them become more transparent and professional because a lot is at stake for themselves and the companies they represent.
This article is a good example of what may be a changing dynamic with respect to executive leadership. Executives may want to continue to develop their social media skills and see if they can help raise brand awareness for their companies and themselves.