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Andy’s Answers: How Dell’s social media program is evolving

Since launching its social media program in 2006, Dell has been one of social media’s big brand pioneers. And in this short amount of time, a lot has changed, both at Dell and in social media.

In his presentation at BlogWell in Cincinnati, Dell’s chief blogger, Lionel Menchaca, explained how the program is evolving. A few of his big ideas:

  • There are opportunities in social media beyond customer service. Lionel says that while their initial focus was on customer service, they’re now moving into additional conversations, such as brand reputation topics.
  • Centralized teams can only scale so much. With 4,000 to 5,000 mentions about Dell every day, Lionel says there’s no way a centralized team can engage all of these customers. Today, they’re breaking this into the buckets of brand reputation, tech support/customer care and subject matter experts.
  • It’s about going wherever the conversation happens. Dell is looking at LinkedIn, technology discussion groups, and external blogs and forums to find relevant conversations that their subject matter experts can engage in.

And if you dig this presentation, check out our upcoming BlogWell event in Seattle on May 5.