Dell Social Media Leadership
My past editorial experience
Tech B2B Evolution
• Traditional print publishers dying
(CMP/IDG/ZD/TT/Quinn) and can’t retool for
• Traditional biz publishers can’t really cover
tech in any depth
• Blogging model is shallow
• Google is go-to starting place for many in IT
• The rise of sponsored andcustom B2B pubs
US Army is a content machine!
Total followers: 123,000
Weekly tweets: 118
followers: >1.1 Total
Weekly users: Total followers: 700 2600 Total Followers: 650
19,000 Weekly videos
Understand who is in your trenches
Don’t be heavy-handed
Humor counts, too
Blogs are the
Long form content is still relevant!
What do these have in common?
• Laptop bluetooth drivers
• Improvements in packaging
• Images showing how to replace your battery
• Better quality of laptop speakers
Please use the comments to demonstrate your
own ignorance, unfamiliarity with empirical
data, ability to repeat discredited memes,
and lack of respect for scientific knowledge.
Also, be sure to create straw men and argue
against things I have neither said nor even
implied. Any irrelevancies you can mention
will also be appreciated. Lastly, kindly forgo
all civility in your discourse . . . you are, after
Adrian Holovaty’s definition of
• Gathering information,
• Distilling that information and
• Presenting it.
They are a content machine. Each week they coordinate the posts on their various social media properties and there is plenty of fresh content. Any social media strategy needs to be based on terrific content, and regular infusions of it. They have this one covered, in spades.
Leadership is essential. The Army’s efforts are led by Major Juanita Chang who is the Director, Online and Social Media Division for the past two years in the Army’s Office of the Chief of Public Affairs. Chang is a career soldier who has been in active duty since 1996 and served at one point as a chemical weapons officer before she got into PR. Having someone who came up through the ranks is key, because they can emphasize with the boots on the ground and know the entire Army ecosystem too. When you pick your social media team leader, keep this in mind.
Take a look at some others here:http://socialmediagovernance.com/policies.php#axzz1nOhG6cnjwhat happens when an individual comes to Dell with an existing Twitter account, and how this account is treated when they leave the company.
http://www.youtube.com/watch?v=8iQLkt5CG8IThis is a 4min. video from an Australian government agency about social media policy.
The guidelines are all common sense and not what you would expect from an organization that believes in the chain of command. “If we can trust our soldiers with guns and grenades, why can’t we trust them with Facebook?” This is from an Army handbook that was posted on Slideshare.netKNOW WHAT YOUR AUDIENCE NEEDS!
NOT THIS CORE TECH -- I know in our rush to embrace all that is new we tend to forget about the old, but blogging is still important and can cement the other social media pieces
This was a four page article that got a total of 35k views on 12/28, and was a redo too! It was a fairly geeky report from the F8 developers conference.
All were as the result of various social media feedback on various forums – tightening the feedback loop between Dell and its customers
http://www.ritholtz.com/blog/, Barry Ritholtz, a financial journalist and speaker
While working at the Washington Post, Adrian Holovaty discovered that reporters were keeping a detailed database of soldiers killed in Iraq so that they would know exactly when to run an 'anniversary' story. But all that data was sitting unused the rest of the time. It two weeks to build that data into what is now a public, searchable database called http://apps.washingtonpost.com/national/fallen/Faces of the Fallen
“The biggest misnomer is that you have to be physically present in the room to listen to the social Web,"saysManish Mehta when I was last here to view the command center.
Tracy/Hepburn movie The Desk Set which was made in 1957 and features the two stars who are conflicted about the computerization of a TV station’s research department. Of course, the computer depicted was the size of a room.