|
Dell Inc.: Leveraging on Social Media Experience
|
ICMR HOME | Case Studies Collection
Price: For delivery in electronic format: Rs. 400; For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
» IT & Systems Case Studies Collection ![]()
Custom Search
Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. Chat with us ![]() Please leave your feedback ![]() |
||||||||
"We've made mistakes, learned from our mistakes and come out the other side in that new conversation. The journey has taught us that you don't have to be perfect. People support you and respect you when you make a genuine effort to communicate." 1 -Richard Binhammer, Strategic Corporate Communications, Social Media and Corporate Reputation Management, Dell, 2008-09. "At Dell, we have a longer perspective on the social media conundrum than most. We've been an active leader in the space since 2006, with a depth and breadth to our social media presence that has earned top billing among brands using social media to engage stakeholders." 2 -Manish Mehta, Senior Vice President for Social Media and Community,Dell, in December, 2009. "Today, we look to social to help us be a better company and deliver better products and solutions. Social media is far more than a tool - it's an extension of our brand, which is all about enabling people everywhere to use technology to grow and thrive." 3 -Karen H. Quintos, Senior Vice President and Chief Marketing Officer,Dell, in September, 2012.
Back in 2005, Dell was not active on social media space. The words 'Dell Sucks'7 and 'Dell Hell'8 were commonly used in the blogosphere, the internet, as well as in the mainstream media to describe Dell. These phrases were first used by Jeff Jarvis (Jarvis), an author, blogger, journalist, and a dissatisfied customer of Dell's products and services. Upset by Dell's poor products and bad customer service, Jarvis wrote eight posts on his blog cum website where he used words like, 'Dell Sucks' and 'Dell Hell'. Very soon, other dissatisfied customers joined Jarvis. They either commented negatively about Dell on Jarvis's blog or linked Jarvis's post to their blogs. Over a period of time, 'Dell Hell' came to be used in mainstream publications. A white paper published in December 2005 concluded that the online negative publicity had had a long-term negative impact on Dell's reputation.
Introduction Contd... - Next Page>>
1] "Social Media: Setting Your Baseline and Determining Goals," www.marketwire.com.
|
Case Studies Links:-
Case Studies,
Short Case Studies,
Simplified Case Studies.
Other Case Studies:-
Multimedia Case Studies,
Cases in Other Languages.
Business Reports Link:-
Business Reports.
Books:-
Textbooks,
Work Books,
Case Study Volumes.