Dell launches Social Media Listening Command Center

Dell gets serious with listening as it launches its dedicated Social Media Listening Command Center. Powered by Radian6, a popular social media analytics platform, the Listening Command Center monitors more than 22,000 Dell-related topic posts on average, across 11 different languages.

It was said that the average daily mentions of Dell on Twitter have a greater reach than the top 12 daily newspapers in the United States combined.

Based in Dell’s Austin headquarters, The Listening Command Center will be an integral part of the @Dellcares customer care and support team.

Relevant data and information are tracked, listened and then shared with the appropriate teams within Dell to better improve its services. Dell has trained over 5,000 employees in social media with listening and engaging as part of their jobs. It is rare to find a brand that is this serious about social media.

The value of social media starts from listening and Dell clearly understands that. In a previous post, we shared what Gary Vaynerchuk, host of Wine Library TV, thinks about social media. His social media success starts from listening too.

“I think the way to win in social media or have success is to not talk but to listen,“ said Gary.

“I’m in the 95 percentile of just at replying and responding. (…) It’s the listening part that made sense to me. I mean, I built my brand by using Summize.com, which eventually got bought by Twitter and is the back of their search engine. Nobody knew who I was. I wasn’t going to be Robert Parker, “Wine Spectator,” and have those platforms. So, all I did was search Chardonnay and Merlot and Pinot Grigio, and I just started answering questions. I became useful.”

What Vaynerchuk did on the Twitter search engine is perhaps the simplest form of social media tracking, listening and engaging. But it works great for him. With far more sophisticated tools and a dedicated social media team, I’m excited to see how Dell’s Social Media Listening Center will help evolve and improve its services.

[Via Mashable, Image courtesy of Dell]