There's been a lot of discussion today about the Dell blog I linked to last night. Some say we should give Dell a chance to settle in to the neighborhood before we critique the curtains. Meanwhile Jeff talks about allegedly getting flamed by GCI, Dell's PR firm and an Edelman competitor. Also, the Dell blog is pointing to its critics, which is a small step but a good start as Scoble noted.
Some of you tell me you disagree, but I stand by what I said last night. Dell had months to study the 'sphere to get it right and I feel they missed a PR opportunity. But it's not too late. Here's what I would advise Dell to do today if they were our client...
1) Continue to Acknowledge the Conversation
Today you showed us that you are listening and that you care. Excellent. Good first step. Now build on it by actively participating in conversations that are relevant to your brand. Follow TechMeme and give us an active POV on some of the posts we wrote today. For example, what process did you go through in launching the blog? Were their discussions about its focus and how did you arrive at where you are now? How are you handling comments and customer support queries? What would you like to learn from us?
2) Find Common Ground with Bloggers
Many bloggers, especially those who would be interested in the Dell blog, are geeks. We like technology. Sure, we talk about how we use it at home. But a lot of us talk about how we maximize technology in our work. All you need to do is visit Lifehacker or 43 Folders and you'll find an active conversation on this topic every day.
According to CNET, 85 percent of your business is in the b-to-b market. That means we have a common bond. We are all passionate about technology-empowered business. You have a lot of expertise here having built one of the most efficient businesses in the world. Share it with us. Link to what we're talking about and help us learn.
3) Use the Blog to Break News in a Human Voice
Thursday, also according to CNET, you are going to unveil a new pricing scheme for consumers. In addition to using all of your existing PR channels, blog on the news ... and not just once but twice. In the first post give us more background behind the news but in a human voice. What's driving it? What kind of feedback can we give you that would be valuable? In the second post, round up some of what the bloggers are saying and answer any recurring questions that arise. Repeat this again in the future but not just on good news, but the bad too.
4) Open Yourself Up to Suggestions
Clearly customer support is a problem for Dell right now. This has been chronicled in the press. Don't just look for the solution in Round Rock or McKinsey. Tap into the wisdom of the crowds. Put us to work. I bet if you asked we would volunteer all kinds of suggestions that can help you solve problems. For more, see the recent Wired story on Crowdsourcing.
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