2012 CSR Awards: Twitter Communications


Winner: Best Buy and Edelman – Best Buy Sustainability Report Goes Interactive


In 2011, Best Buy wanted to rethink the sustainability report experience. With the help of Edelman, they created an interactive experience to better connect with employees and customers. Thus, Best Buy’s 2011 Sustainability Report represented the first report of its kind to be launched through social media.

To create an interactive dialogue with stakeholders, Edelman identified key sustainability influencers on Twitter and other social media platforms. They partnered with former Wall Street Journal reporter Aman Singh to moderate an online webinar, which would serve as the launching pad for the report. Participants were encouraged to submit questions via Twitter using the hashtag #bbycsrchat. The communications team monitored the conversation, engaging participants in real time to encourage feedback and questions to further the dialogue.

The results: Best Buy attracted almost 6,000 new @BBYNews followers, generating more than 2.5 million Twitter impressions. In the first two weeks the online sustainability section of the Best Buy Web site received 6,400 page views. —RD

Fast Fact: Visitors to Best Buy’s online sustainability report spent an average of 3 minutes and 35 seconds on the site.

 

Honorable Mention:


AltruHelp – AltruHelp CSR Twitter Communication Strategy: In 2011, AltruHelp developed a Twitter strategy with the goal of engaging with the CSR community and becoming a thought leader in the space. In just four months, AltruHelp increased its Twitter reach from 18,000 in August to 90,000 in November.

 


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150-july16
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.