Dell's social media mantra: review, respond, record, redirect

Report from the ANA brand conference, detailing Dell's social media strategy. The company is the subject of many online conversations each day, and faced a major online backlash regarding the quality of its products and customer service, led by popular blogger Jeff Jarvis.

Dell's social media mantra: review, respond, record, redirect

Geoffrey Precourt Warc

The good news, for Dell, is that it's largely recognized in 2011 as one of the global leaders in both digital customer service management and in social media engagement.

"Every day, there are 25,000 online conversations that mention Dell," Adam Brown, Dell Director/Social Media, told the Association of National Advertisers 2011 Brand Conference in New York City. "That means 25,000 opportunities to try to resolve consumer problems, to amplify solutions, to make products better."

A new Social Media Listening Command Center ("right outside my office," Brown noted) runs...

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