6 lessons from Dell’s ‘Social Media University’

The computer company boasts a major return on investment from enlisting employee advocates. What makes its online ambassador campaign work so well?

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“This story is taken from Ragan Communications’ distance-learning portal, Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.”

Let’s say you’re happily posting pensées on Twitter about dog shows or leftover turkey recipes or favorite “Gilligan’s Island” episodes, and you notice questions about or criticism of your brand.

What to do? You, communicator person, would know just how to respond or which social media team member to alert. But would your employees?

Dell, the computer giant, has deputized a worldwide posse of volunteers on behalf of the company. In her talk, “How Dell’s ‘Social Media University’ recruits passionate employee advocates,” global manager Amy Heiss shares the secrets of Dell’s Social Media Training and Employee Activation program.

Dell has trained more than 16,000 employees in 46 countries to use social media as a part of their day-to-day jobs, Heiss says. This allows Dell to listen in on 25,000 conversations in English every day.

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