Around the coming of 2009, Richard Binhammer, one of the critical figures behind Dell social media strategies, made the most comprehensive explanation of Dell social media marketing strategies of which I think the following points are very valuable.
Dell gives its social media an internal name—the Connected Era, which is expected to enable the customers to connect and communicate with Dell. When engaging in social media marketing, an enterprise should have a clear understanding and implementation strategy, and it must see to that the customers can both get in touch with and receive message from you.Dell does well in this respect.
It is very difficult to measure the performance of social media by using sole strategy or tool, especially like Dell, who is making social media an indispensable part of conducting transactions and connecting the customers. For instance, Dell probes problems and change business process on the basis of social media messages and communications; through blog and and social media evaluation. And through blog and social media comments, Dell can find problems and make responses much more timely than before. Still the evaluation of social media marketing is very difficult and the biggest obstacle of breakthrough.
In Richard’s opinion, social media is advancing a great change, leading the concept of “traditional, rational, objective, and systemic” to a more “objective, emotional, personalized, and human” concept. I cannot agree with this opinion more. All the media websites, including blog, are proving this trend. Speaking from the source, the uses’ participation and the contents’ democratization have changed the whole situation.
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