Social Networking: If You Let Them Build It, They Will Come

—The Story of Best Buy's BlueShirt Nation
Social Networking: If You Let Them Build It, They Will Come—The Story of Best Buy's BlueShirt Nation
by Albert Maruggi

Gary Koelling and Steve Bendt were about to become popular guys in the 140,000-employee Best Buy corporation. They led the effort to build an internal social-networking site.

Their objective was to obtain more information about customer likes and dislikes through the blue-shirt-wearing sales associates on the floor of the sprawling entertainment and appliance retail giant. This information would help Best Buy create more effective advertising. "If you get a decent problem to solve, you can make decent advertising," Koelling said.

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