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Case: Dell adapting to the importance of active listening


We all remember the ‘Dell Hell‘ of 2005, where journalist and blogger Jeff Jarvis vented about his frustrating dealings with Dell on his blog. This sparked a ‘blog storm’ as Dell consumers with similar frustrations linked to Jarvis’ blog, which eventually received widespread press coverage.

In a 2007 BusinessWeek article ‘Dell learns to listen‘ Jarvis visits Dell and spends time with CEO Michael Dell to take stock of the company’s efforts in engaging with its consumers and the wider community. He opens the article with the statement that ‘n the age of customers empowered by blogs and social media, Dell has leapt from worst to first’.

TheSocial Brands 100 was compiled over a period of three months with the contribution of an external panel of social experts drawn from business, academia, media and communications, and Brandwatch, the social media analytics data provider.