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Starting July 19, Best Buy’s “Twelpforce” will search Twitter posts to find people seeking information about flat- panel televisions and other electronics, Chief Marketing Officer Barry Judge said in a telephone interview today. More than 500 employees at stores and at the company’s Richfield, Minnesota headquarters are signed up to participate, he said.

“The old paradigm is you open your doors and hope someone comes in,” Judge said. “In the new world, you can go out and find people that are talking about technology and what they’re interested in buying, and be generous with your knowledge. And hopefully if you’re generous and knowledgeable, people will come and buy.” Bloomberg