Identifying some of the major legal risks to organisations as a result of their participation in Social Media…


Week 5 activity

‘Best Buy’ case study.



Best Buy is the world’s leading multi-channel shopper electronics dealer with shops across the United States, Canada, Mexico, and China. is one of the top ten retail websites in the United States and they have one of the best customer loyalty programs of its’ kind. There are more than 1 billion visitors to their websites and 600 million visits to their U.S. stores each year.

As a major player in the retailer business, Best Buy, try to reach their customers as much as they can, promote interaction between employees within the organisation and also with their current and potential consumers and create a well known digital entity for themselves which can distinguish them from the competitors. They emerge into the social media era through many social technologies as stated:

·        FACEBOOK
·        TWITTER 
·        BEST BUY YOUTube channel


Similarly as their advent into new technology they face a rise in treats and risks that could affect the organisation. That could be related to legal, business or reputation destruction. According to DUNDAS LAWYERS they argue that the legal risks of social media technologies can be classified into five main categories:

  • Confidential Information.
  • Employment: Wrongful dismissal.
  • Technology Risks: Viruses and Malware.
  • Statutory Risk: Copyright, Privacy, TPA/CCA, Defamation and/or Fair Work Act.
  • Reputation Risks.
  • Occupation and organisation specific risks.

These can be Internal OR External Risks!

In order to prevent this from happening, many companies and businesses have already put in place Social Media Policies, and Best Buy is no different. At the beginning, they instituted the following:

     Best Buy® Social Media Policy

Be smart. Be respectful. Be human.


As a general guideline, it related to the basic human morals and ethics, and to stick by them even when communicating through the virtual world.

Best Buy’ Social Media Policy is mentioned in these Guidelines:

What You Should Do:

ü  Disclose your Affiliation

ü  State That It’s YOUR Opinion

ü  Protect Yourself

ü  Act responsibly and ethically

ü  Honor Our Differences

ü  Offers and Contests

What You Should Never Disclose:

ü  The Numbers

ü  Promotions

ü  Personal Information

ü  Legal Information

ü  Anything that belongs to someone else

ü  Confidential Information

 In case the guidelines above are forgotten or ignored, this is what could happen –

ü  Get fired.

ü  Get ‘Best Buy’ in legal trouble with clients or shareholders

ü  Cost the organisation the ability to get and maintain customers.

So this policy should eventually minimize and eliminate some of the internal or external risks that they could face.

Some examples of these threats are, when an employee publishes work related matter, financial and operational information or promotion dates.  This could cause ‘Best Buy’ to lose financially or result in a drop in the market place and thereby become more vulnerable against their competitors.

Other example is when an employee comments on the business on behalf of ‘Best Buy’ without authorisation , pretend to be someone else or share customers’ personal information which  may put ‘Best Buy’ in the position of having legal problems or loss of reputation. All these can be seen as either internal or external risks.















The value in which organization and companies can gain using the social media Technologies…

Week 4 activity

In (accordance with) Mckinsey report “The social economy : Unlocking value and productivity through social technologies”. It discusses that organisation and companies can achieve value and benefits by using social technologies . It shows the Ten ways that organisations can add value “levers” to their business which lay under Five business areas .. [1] product development, [2] operations and distribution, [3] marketing and sales, and [4] customer service, and also across the enterprise [5] business support.

Five area under which soical Technologies can add value to an organization

To examine this we had to look for and assess an enterprise that used Social media Technologies for uplifting their business.


Zappos was established in 1999 , as an online retailer that sells shoes and later clothing and accessories.They are known for their strong focus on creating  “Real Relationships” with their followers and customers.

This  is a company that started with an online presence, following the merge of Social Technologies  They wanted to enhance this space using these tools.  Zappos used Social media to target their marketing and sales , customer service, operation and distribution and even their internal enterprise collaboration and communication.

Marketing and Sales

On their Facebook they have a catchy saying “Let’s be in a Like-Like relationship” .  It shows and attracts potential customers by presenting themselves as equal, humble and heavily interested in building up their relationships even more.

  Zappos_Like-Like Tab on facebook

Their strategy is to build and to draw customers step by step in a nice flow.  Once the “would-be” customer and fan press like it will immediately change the tab , open the opportunity to subscribe to their Email list and look up products.  Zappos demonstrate care and respect to their followers choice, by waiting until they click the like button first.

Zappos_content only fans

Moreover,  Zappos uses a technique called “fans-only-content” which will only reveal content once someone becomes a fan, as shown above, it will provide instance access to exclusive items, videos and special promotions.  Also they include on the welcome tab a remark “widget”, as shown below, where you can post and comment on their products and that will then be posted directly on your profile page to let your friends know what you like most about their products.


That will foster more interaction with customers and expand the number of fans and followers’ club, which will eventually generate more sales.

Zappos is not only using the social media technologies to gather customer insight, increase sales and market their products, but also to build and nurture “customer service relations”. It uses Zappos culture, blogs, YouTube, video experience, “video comments” and twitter. This will provide customer care over social media Technologies.

Zappos promotes a sense of friendship – through all of their social media technologies to enhance their customer service!



Living Examples of Enterprise 2.0 in Action

Week 3 Activity 

In this activity I selected option 2 and identified some examples about organisations whom embrace the web 2.0 technologies as.

“Identify further examples of companies using Web 2.0 to achieve enterprise objectives or organisations using  Epterprise 2.0 principles in a significant way” week 3 activity

Therefore to show the web 2.0 achievements of some companies and organisations I needed to compare them against Wikinomices business models elements which are peering, being open, sharing, acting global. These elements according to Tapscott will show how mass collaboration transforms organisations by outsourcing the achievements of the company’s objectives to the mass public.


In this discussion I will try to briefly highlight two examples:-


 Dell is one of the largest computers manufacturers in the world.  It is an American company founded by Michael Dell in 1984.  In early 2006 Dell invested in a social presence by helping bloggers with technical support issues.  Moreover Dell relied on social media in the journey to success.

 Dell soical Timeline

Comparing this with wikinomices business model:-



Because of the implementation of social media networks and platform that enabled a lot of Peer Collaboration internally, staff to staff, communication throughout all hierarchies and externally with customers, possible consumers and external IT experts.

Being open

Dell uses open social media platforms that are not only open for staff but even customers and other IT expert like Dell community. Furthermore they have a stronger presence in a wide range on the open social media networks such as facebook , twitter , and google,  etc.



As a social media successful example, Dell tries to share the success using the social media networks and tools with others. They have even created some social media tools that will help other companies or competitor to use for their benefit.

Acting Global

As a well know computer manufacturing company, Dell not only reaches out into their geographical space but also to the entire global networks by interaction with customers, staff and partner. They do this through their wide range of social media platforms and networks so as to capture their views and product improvement ideas and provide better customer services experience.


Similarly Samsung has embraced the Social media Trend in order to connect to their employees, customers and the world.

They used most of the social Technologies platforms for broader communications.

Some of these Technologies are:

facebook  Pinterest  Twitter FlickrLogo-1 Youtube







Samsung also use these technologies Wikinomices business model. They promote Peering, when staff communicates to each other through the wide range of social technology platforms. That doesn’t only happen horizontally but also vertically from basic department to management. They also introduce the sense of being open by interacting and reaching consumers and Technology followers through a wide range of open and popular social media networks. Samsung does not stop at this, but try sharing their success and development for products using the social media tools which make them act globally in relation to how they connect with people from around the world.

Blogging Strategies

Enterprise 2.0




Initially when thinking about how to write a Blog and how to tackle this challenge I asked myself the following questions.


How and where to begin, how to be good at it, how to master Blogging, how to attract people to my writing and how to make my writing desirable and interesting, what information do I use, points of public interests, professional interests, hobbies.  These are all of the points that I needed to consider when creating strategies and customising them to my needs.


This led me to research writing Blogs on Google and I found some valuable information that related to the key words how to be a “Successful Blogger”, but I came to the conclusion that I have to create my own strategies that I can customise and apply usefully for my needs in this case.

I found a lot of information that was useful to me to create strategies that enhanced my blogging experience. Most of this information fell into two categories of Blogging methods.

  • Just punch in the key words and go with the flow
  • You have to design and create a crafted Blog

Therefore I came to the following conclusions –

My Strategies, in short are –

v Write about a subject that I have a sound knowledge of

v Ensure that your message is clear, simple, yet informative, but not boring

v Construct the blog so that it is interesting and appealing to the user with the use of colour, pictures and relevant links, etc

v Be responsive and committed to replying to comments as quickly as possible

v Use other social media networks to promote your blog, eg. Facebook, Twitter, etc

v Be consistent, stick to a theme that you know and like such as politics, technology, hobbies that you can share with others, to encourage more people to interact with the Blog

v Take care when designing the content of the Blog to write in a way that shows respect for all possible readers. Consider that others may have different views when you are crafting the Blog.