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.

 




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