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The Social Employee: How Great Companies Make Social Media Work by Mark Burgess, Cheryl Burgess

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CHAPTER 7How Dell Learned to SMaC-U into Social Success

The employees of Dell, Inc. have a long history of using the web as a strategic business tool. The brand was an early pioneer in e-commerce, first opening its doors to cyberspace in 1996. Even early on, the customer experience was central to the brand’s philosophy, as evidenced by the first-of-its-kind program to allow customers to custom configure their own PCs online. Adopting the social web as a tool for doing better business has always been a natural fit for the brand, whether for assisting customers or for managing the company’s supply chain and inventory.

To the employees at Dell, a social brand maintains social media as a core competency across the business and engages its customers ...

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