Best Buy’s upper management is on board with social media, but the rest of the company has proven a harder sell

Best Buy is one of the brands most known for its use of social media for customer service. The company now employs hundreds of employees that respond to customer questions and concerns via Best Buy’s Twitter feed @twelpforce.

But the company continues to struggle with its approach to social media, just like everyone else. And unlike many social media strategists who complain that upper management doesn’t support their efforts, Best Buy’s John Bernier says that a bigger hurdle at his company is convincing everyone else in the company that social matters.