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Dell Finds Success in the Social Media Game

Companies are ramping up their social media presences, knowing that social has become a vital part of the typical consumer’s life. In Getting Socially Minded: Marketers To Up Their Social Media Ads in 2013, Nielsen reported that U.S. consumers spend 20 percent of their online time and 30 percent of their smartphone time on social media – or roughly 121 billion minutes each month.

A recent B2B Lead Roundtable Blog article highlighted Dell’s push to tap into the 4,000 conversations that were taking place online every single day without the company’s participation. The article stated that since realizing that oversight, the computer manufacturer has invested millions of dollar’s worth of time and resources to join those conversations.

Here are three ways Dell is doing that:

  • One in 12 of Dell’s more than 105,000 employees have attended its Social Media & Community University.
  • The university encompasses up to 12 hours of training on how to best represent Dell online.
  • Social Outreach Services, a team representing 14 languages, actively monitors and participates in social media.

The moves have paid off for Dell, which didn’t share specific numbers but did reveal that its social media initiatives – particularly on the B2B front – are now driving a significant portion of the company’s B2B business. According to the B2B Lead Roundtable article, Dell’s Social Outreach Services team addresses approximately 3,000 issues per week. All but 3 percent of those issues come to some kind of resolution, and 40 to 50 percent – about 1,200 – of the people who initiated them end up speaking positively about Dell online.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.