Social Media Marketing: Dell reveals how it turns thousands of brand detractors into fans

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Five years ago, Dell had little presence on social media. That changed when the computer company realized 4,000 conversations about the brand were happening online every single day and the company was not present.

Since then, Dell has invested millions of dollars’ worth of time and resources to join those conversations. In fact, one in 12 of Dell’s more than 105,000 employees have attended its Social Media & Community University, which encompasses up to 12 hours of training on how to best represent Dell online.

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