INSIGHTS

What happens when you build trust, offer support and promotions and are consistent with your efforts? Ask the folks at Dell, who last week posted that their global reach on Twitter resulted in more than $6.5 million in revenue.

Dell has been active in social media circles for the past three years, beginning with the simple intention of connecting with their customers to respond to queries. But it’s since grown into much more than that. However, Dell’s efforts didn’t start with Facebook or Twitter; they began with their own website and support forums. Social media came along and added yet another layer. As Lionel Menchaca, Dell’s chief blogger, puts it: “(social media brings) a way to listen, learn and engage with customers, with a clear emphasis on the engage part of the equation.”

So how did Dell achieve this much financial success through Twitter? Well, support, for one. Through Dell’s various channels—Facebook, Direct2Dell and IdeaStorm (a Dell website launched to gauge relevant and important ideas from the public) and Twitter—they’ve built their community into 3.5 million followers. Then, add time and consistency; by consistently being there with relevant messaging and sticking to their tactics of delivering useful customer service and valuable promotional offers. In Dell’s case, this seems to be a recipe for success.

For more details on this story, follow Lionel Menchaca’s link to Dell.