Created: 18 September 2007 | Watched by: 4 people | Comments: 0 comments

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  Untitled Document [pdf]

  http://www.marketsentinel.com/files/Crisisresponseusingsocialmedia.pdf

  MAY 2007 Responding to crisis using social media Updating the “Dell Hell” case study - are Dell turning opinion round? online monitoring and response 155 Kennington Park Road, London SE11 4JJ, UK t: +44 ... (0)20 7793 1575 • www.marketsentinel.com Contents Summary 3 Are blogs really important? 4 Good corporate practice in response to online crisis 4 What Dell did next… 5 Dell blogs 5 Exploding laptops 6 Has it worked? 7 Methodology 7 A small positive shift in sentiment 10 Customer service complaints are down 11 Opinion lags changes 11 Jeff Jarvis’s view 12 Dell learns from blogs 12 www.marketsentinel.com 3 By the summer of 2005 Dell computer owners were experiencing problems with the company's formerly flawless customer service. One of those customers - Jeff Jarvis - went to war with Dell. His weapon was his blog BuzzMachine 1 . Jarvis's campaign brought the power of blogs to international attention. In “Measuring Blogger Influence” 2 we show it was possible to measure the extent to which   [More...] [Less...]

  First added: 14 April 2008, by: Jutta Schrimpf  [Report as spam]

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  Tags:  dell, social media, social networking