Dell has earned a reputation as a social media leader through its aggressive use of social media such as Twitter and Facebook for reputation management and customer service. (Just try posting a gripe about Dell on Twitter and see how long it takes for them to respond)
What’s impressive about Dell’s efforts is that they’ve resulted in the entire company–100,000 strong–moving to a new level of openness and personal commitment to communicating with customers. This hasn’t been easy, and clearly there is a core 5,000 or so who push most of the company-sponsored engagement with customers.
But Dell has been able to bring some level of understanding to all of its employees through four key strategies:
1. A clear framework of Twitter and Facebook accounts, with a few clear, simple rules for employees to follow
2. A formal “listening room” that tracks not only mentions of Dell and competitors, but more important, tracks ideas and trends that are important in Dell’s markets.
3. A structured set of internal classes, starting with a two hour orientation to social media, and then leading to certification through testing and experience. Wow.
4. A clear commitment from the top of the executive food chain, and a willingness to stick to that commitment for years to come.
The biggest result I think Dell is seeing from their social media and community strategy is not just better customer service. It’s a change in mindset throughout the company, a willingness to be more open with customers and more human. The authenticity that grows from that builds trust. That trust becomes an integral part of what you get as a customer when you buy Dell products.
It’s still in it’s early stages, but Dell is a great example of a large corporation slowly turning itself into a new corporation in the era of the Social Internet.
- Dell In The Huddle – Live from SXSWi 2011 (huddleproductions.com)
- Dell Social Media Guru Manish Mehta On The Death Of Email Marketing (businessinsider.com)
- Listen Up! (empwaynek.wordpress.com)
- SM Pioneers: Revised TOC (globalneighbourhoods.net)