How the Big Boys Chase Innovation

“Have dedicated ownership of your social media efforts,” Siegel said, “and provide content driven by what your customers want.”

Three Perspective View
Best Buy's biggest advantage is that it can learn from the mass of customers and employees it has, said Mosiniak. To that end, senior management views the company from three perspectives — shareholders’, customers’ and employees’. For example, to better serve customers, the company has instituted an “In-Store Walk Out Working” program, where it sets up customers’ BlackBerry phones before they leave the store, ensuring the proper user experience.