How Dell recovered from a disastrous social start
Geoffrey PrecourtWarc
A corporate timeline for Dell Inc.'s social-media engagement begins with a notation from February 2006: "Michael Dell asks, 'Why don't we reach out and help bloggers with tech-support issues?'"
That notification, sadly for the company, had all the credibility of a weather report the day after a tsunami that only remarks on the calm seas following the storm.
In April 2005, journalist Jeff Jarvis used his own blog at BuzzMachine "to whine about the lemon of a computer Dell sold me and the customer service I didn't get." Jarvis...