How Dell turned a negative into a positive with social media

Sometimes the easiest way to fight back against negative word-of-mouth marketing is by reforming your ways and actually reaching out and talking with your customers. As Andy Sernovitz notes on our SmartBlog on Social Media, Dell Computers was able to turn around negative whispers by using company blogs to talk with customers in an accessible voice, hiring 35 "community ambassadors" to share ideas and troubleshoot customers' problems online, and setting up a forum, Ideastorm, where anyone could share an idea with the company. SmartBlog on Social Media, 3/11/2009

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