Dell has a comprehensive strategy to reach out to content creators and the average Joe too. This mandate came down directly from Michael Dell.
The Dell Social Media Team shared that they have an ongoing internal conversation about how to improve and move forward.
I asked the team about the process they go through when a negative blog post or comment comes in. I the Dell team about Seth Godin's recent post, Spam: They Still Don't Get It.
This post, which was put up only yesterday, is already making its rounds in DELL and while this hasn't been resolved, DELL is listening (Friendly dig at Seth from me not DELL: if he had comments turned on he would already know that).
Best Quote of the day:
You don't have to be Seth Godin to get our attention,” said Lynn Tyson, vice president Investor Relations, Dell.
There are approximately 4,000 to 5,000 conversations about Dell every day. Since Jeff Jarvis complained about Dell's service just about a year ago, Dell has been changing its culture from the inside out.
According to Richard Binhammer, senior manager of public affairs, also known as RichardatDell, negative posting have dropped from 49 to 22 percent in less than a year.
Here is what they have come up with so far.
The Dell Social Media Program
The Offense: Proactive outreach to people with customer care and technical support problems that post about them on blogs, Dell social media properties, and use of monitoring tool (True Cast by Visible Technologies)
The Defense: Reactive commenting on important Dell-related blog posts
Dell Social Media Properties
- Direct2Dell (blog)
- IdeaStorm (co-creation and problem solving)
- DellShares (investor relations blog)
- EmployeeStorm (on the intranet)
- Dell Community Forum
- Studio Dell (Dell video and podcasts)
- Twitter Dell Outlet Channel (for Dell discounts)
- Dell Lynux Blog (part of Direct2Dell)
We have to be smart about it, we run all issues about safety and competitors through legal. We don't comment on lawsuits, said Lionel Menchaca, lead blogger for Dell at Direct2Dell.