Dell Takes Social Media Seriously with Command Centre

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DellDell has officially launched its brand new Social Media Listening Command Centre. The new Command Centre has been tasked to track the torrent of thoughts about Dell that is generated by social media and to make sure that they “internalize” the feedback. The launch comes two months after its announcement in October at the Altimeter Rise of Social Commerce Conference and it’s now arrived.

Dell has gone on to say that it’s also about making sure that information flows to the right people across the Dell Empire. Dell is also keen about smaller issues that bubble away under the surface and generate undercurrents of dissatisfaction and ultimate damage to the brand. Dell wants to get away from the “squeaky wheels getting grease” scenarios!

The Command Centre is based in Austin at the Dell HQ, and will be tightly integrated with the @Delcares customer care as well as the tech support functions. Dell is already a big player in the social media field and it’s only set to get bigger with support being added for 11 languages by the end of this year! The Radian6 software will handle the data collection which is no trivial task. Estimates put the number of posts about Dell at about 22,000 per day on average and that doesn’t include Twitter. Once harvested, the data can be aggregated by topic or subject, sentiment, geography or even more touchy feely ways including tone of voice.


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