The paper reviews how Dell itself has responded to the challenges raised by bloggers, how it has enhanced its customer services and how it has itself undertaken social media initiatives. We use a proven customer loyalty metric the Net Promoters index to assess whether these initiatives have been successful. We conclude that Dell has made some limited progress in reducing negative consumer commentary about its customer services. Where Dell has been most successful is in creating a conversation about its own social media initiatives: Dell has absorbed in its own product planning and its communications the hard lessons of the ‘Dell Hell’ experience, and opened a dialogue with its customers which is directly benefitting its word-of-mouth approval rating.

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