Dell's blogging .... but who's supposed to be reading?

Dell's blogging .... but who's supposed to be reading?

Summary: Dell's blogging, but I'm not sure they really know who's supposed to be reading.

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TOPICS: Dell
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On Monday Dell officially stepped into the blogosphere and launched their new blog, called one2one.

I'm going to hold back from saying anything too negative about their blog just yet because How long before disgruntled Dell customers find the blog and use it as a forum for venting their spleen?it's new and just getting it's feet underneath it.  However, as a reader I'm confused as to who the blog is aimed at.  They started off by posting a number of videos, which is cool.  But then they post a few server-related topics that are hip-deep in server jargon.  OK, that's great for those with an interest (and working knowledge of ) servers, but they've lost/bored/scared away anyone interested in, say, an XPS system.  Then there's the cow path post, an impenetrable post that's 100% marketing speak.  Today Dell have a post that's aimed at reciprocating the link-love shown to them by the A-list bloggers, a post which crams Jarvis, Rubel, Holtz and Scoble all in two paragraphs!  It's great to see that Dell are listening to feedback, but it's important for them to realize that talking to other A-list bloggers isn't the same thing as talking to customers.

The Jarvis/Rubel/Holtz/Scoble post actually outlines the intention of the blog - "Our intention with this blog is to address issues that are important to our customers" - but I'm still trying to figure out who these customers actually are.  The blog needs to focus on a particular area or theme to keep the reader interested.  A few days in and I'm finding it hard to keep up with the different topics.  Partly this is because the blog has multiple authors, but mostly it's because Dell is trying to have one blog that appeals to all their market sectors.  I can already see the one2one blog evolving into two or three distinct blogs, each catering for a different market.  That, or Dell pull the plug on it as soon as things get hairy.

Final thought - how long before disgruntled Dell customers find the blog and use it as a forum for venting their spleen?  A lot of Dell customers don't what Dell to do more talking, they want them to shut up and listen to the issues they are having with the company.  Addressing issues important to the customer will mean taking the bitter with the sweet…

Topic: Dell

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6 comments
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  • Hmmm...

    You aren't going to go negative on Dell's blog, and then you hammer it. What gives? Great point on the unfocused aspect of it, though.

    You call the cow path post "impenetrable"? It took me 45 seconds to read it and fully comprehend what the gentleman wrote. It's an analogy, and he's saying that Dell's website had too much structure that didn't help the customer, and that Dell is (Note - Dell is singular, not plural) going to simplify it for the customer. What's so difficult to understand about that?
    ejhonda
    • I don't think I was too harsh ...

      I didn't mean to be too harsh ... my main point was that I find the blog unfocussed. That's being kind ... I think!
      Adrian Kingsley-Hughes
  • It will take more than a blog

    In my position at my firm I spend a lot of money with Dell and I can tell you they still don't do anything about customer feedback. They keep making decisions that make you scratch your head and wonder if they have ever listened to a customer.

    So if I feel like I am talking to a brick wall I don't see how individuals anonymously complaining on a blog will have any effect. Especially if those with the desire and power to make any changes don't read it or take the comments seriously.
    tototom
  • WalMart Cashiers Blogging

    Supposedly Dell is doing this to improve their image. I don't know why they bother--no one buys a Dell because of their image, they buy them for the price. Dell is the WalMart of computer manufacturers, they cut supply and assembly costs and offer rock bottom prices. Their customers are not there for the friendly smiles or innovation or design--all they want is a machine that's good enough and costs the least amount possible. So why bother?
    tic swayback
  • on the right path

    I would have liked them to come out of the gate with something about customer service or address some of their recent issues. But I give them credit for trying. They took some criticism and responded openly to it.

    I work for another very large corporation and I can tell you that it's very, very difficult to get execs to sign off on this kind of thing. So for them to be doing it at all is a step in the right direction. They are accepting comments and trying to learn from their mistakes. It's not perfect, but I'm going to give them some time to smooth out the rough edges.

    Most blogs and bloggers are fairly rough when they start out. Eventually good ones get better, and it appears Dell is trying to get better. There's nothing wrong with offering them suggestions on how they can make their blog better, but let's not beat them down so badly that they decide to close it down. It not only sets the company back, but the blogosphere in general. Plus, it doesn't encourage other big companies to try it either. Trust me on that one.
    adam_odonnell@...
    • Absolutely

      I agree ... which is why I think that they will eventually get better focus on the message they want to get across. I just hope that they do listen, roll with the punches and listen to feedback from the customer.
      Adrian Kingsley-Hughes