Ghosts of Brand’s Past

Not sure if Dell would like it, but despite doing so much on social and digital media, it is still remembered for the mistakes committed in handling social media crisis.

I was invited for a social media knowledge sharing session and opening notes mentioned how some companies have been proactive – Starbucks while others like Dell had no choice but to enter social media. 

Don’t fool yourself that “it’ll all die down”

Before they became the shining example of social media goodness that they are today, Dell made many mistakes in handling crises. From the emergence of ‘Dell Hell’ and numerous ‘I hate Dell’ blogs to the exploding batteries saga, Dell would probably be the first to tell you they learnt a lot from those early days. You can’t just ignore a crisis and hope it’ll all go away, it won’t.


Dell’s social media engagement was initially forged by crisis — from the “Dell Hell” summer of 2005 to the fl aming laptops in 2006. But from these trials, Dell emerged as one of the most engaged and active companies in social media, with an engagement score of 123 in 11 channels. Their best practices pertain primarily to how to extend and sustain engagement across the organization.

Source: The world’s most valuable brands. Who’s most engaged? – Wetpaint, Altimeter

I would say any publicity –positive or negative helps a brand in long term. Negative brings you in eyes of customers and gives you a chance to put forward your point of view. It helps when people talk/search about you. It’s a trigger that helps your brand perform and correct mistakes/blunders!

And positive is anytime welcome. That too helps a brand work harder to maintain the positive sentiments.