Inside Dell Technologies’ pioneering social media monitoring operation

Email and phone calls still have their place, but the software giant uses digital platforms to reach customers where they are—and deliver lightning-fast support.

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It’s table stakes for modern companies to “join the conversation” online—but what if there are 35 million relevant conversations happening in 14 different languages?

That’s the daunting yearly challenge facing Dell Technologies’ social media support team, which won a 2019 PR Daily Digital Marketing and Social Media Award in the “Social Listening and Real-Time Response” category for its nimble digital efforts.

Social media listening is about more than preemptively sniffing out potential problems, says Nishant Mishra, director of social media programs at Dell Technologies. It’s about improving “customer sentiment,” he says, which directly affects a brand’s reputation—not to mention sales and revenue. Diligent social media listening also “drives content,” generating storytelling that’s keenly attuned to the audience’s preferences, problems, concerns and interests, he says.

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