Dell has been at the forefront of social media since the company first got flamed byTech blogger Jeff Jarvis a few years ago. Having learned its lessons the hard way, the now company puts social media at the centre of its whole marketing strategy.
Having already established a pretty solid track record in online engagment, it’s no surprise the Dell understands how best to measure the return on social media investment: by looking at the bottomline.
This week the company announced that it has earned more than $6.5m in sales of PCs software and accessories as a direct result of Twitter. A million and a half people follow the more than 100 employees that ‘tweet’ daily.
The company first got into Twitter in 2007 and sees the microblogging site as an effective way to interact with customers. With Twitter, Dell reaches users in 12 countries, including the U.S., Brazil, Mexico, China and Japan.
Of course Twitter is just one part of a complex social media strategy that includes other networks such as Facebook, MySpace and YouTube. In addition the company publishes a wide array of blogs and uses a wikisite, IdeaStorm, to drive innovation.
Dell remains a case study in social media excellence.