How Dell Company creates benefits by using social media?
1. Introduction Background
With the fast development of Internet technology in these years, more and more people start to use Internet in the world. In recent five years, the numbers of Internet user still has an increased from 2.03 billion to 2.92 billion in the world (Internet world stats, 2015). “Social media has brought about a fundamental shift in the way we communicate” and it means social network has become a non-ignorable media revolution and it has changed the way people do business (Brown, 2012). The aim of this study is to research how the company of Dell creates benefits by using social media marketing.
2. Brief Literature Review
2.1 The concept and development of social …show more content…
Social media can help Dell improve the customer satisfaction by reducing response time on customer support, as Harper analysis in 2014, there is a dedicated Social Outreach Services (SOS) team to solve the problem about 3,500 issues every week on Twitter. Dell using social media to listen that is very important, as UBM reported in 2011, an effectiveness of an organization’s social media monitoring is a key to the success of its social media strategy. In the early days, Dell used forums and discussion groups from Facebook and Twitter to listen customer requirement and increase understanding for customers (UBM, 2011). Dell put their Dell-branded content in different social media platforms and Dell training program is not focusing on specific platforms. Therefore, the program can easily cross cultures (Laurenson, 2013). China as an example, the platforms of Facebook, Twitter, YouTube and Google have been banned. Dell used Chinese unique platform of social media in RenRen and Sina to do social networking marketing (Menchaca, 2010). Although in a new environment with the different platforms, the Dell program and its trainees also can adapt it (Laurenson, 2013). The “four pillars” of Dell company’s social media ecosystem are Dell.com, Dell communities, external communities and 100,000 employees and 100,000 employees as brand ambassadors is the biggest changes in Dell 's use of social networking (Laurenson, 2013). When Dell achieved success that in the top 1% of technology companies, dell is not satisfied and let the influential advertise Dell after help them (Fidelman and Omega, 2011). It is effective and free to build brand advocacy by
1. Introduction Background
With the fast development of Internet technology in these years, more and more people start to use Internet in the world. In recent five years, the numbers of Internet user still has an increased from 2.03 billion to 2.92 billion in the world (Internet world stats, 2015). “Social media has brought about a fundamental shift in the way we communicate” and it means social network has become a non-ignorable media revolution and it has changed the way people do business (Brown, 2012). The aim of this study is to research how the company of Dell creates benefits by using social media marketing.
2. Brief Literature Review
2.1 The concept and development of social …show more content…
Social media can help Dell improve the customer satisfaction by reducing response time on customer support, as Harper analysis in 2014, there is a dedicated Social Outreach Services (SOS) team to solve the problem about 3,500 issues every week on Twitter. Dell using social media to listen that is very important, as UBM reported in 2011, an effectiveness of an organization’s social media monitoring is a key to the success of its social media strategy. In the early days, Dell used forums and discussion groups from Facebook and Twitter to listen customer requirement and increase understanding for customers (UBM, 2011). Dell put their Dell-branded content in different social media platforms and Dell training program is not focusing on specific platforms. Therefore, the program can easily cross cultures (Laurenson, 2013). China as an example, the platforms of Facebook, Twitter, YouTube and Google have been banned. Dell used Chinese unique platform of social media in RenRen and Sina to do social networking marketing (Menchaca, 2010). Although in a new environment with the different platforms, the Dell program and its trainees also can adapt it (Laurenson, 2013). The “four pillars” of Dell company’s social media ecosystem are Dell.com, Dell communities, external communities and 100,000 employees and 100,000 employees as brand ambassadors is the biggest changes in Dell 's use of social networking (Laurenson, 2013). When Dell achieved success that in the top 1% of technology companies, dell is not satisfied and let the influential advertise Dell after help them (Fidelman and Omega, 2011). It is effective and free to build brand advocacy by