Dell's was coming under attack online. Their products were being criticised and their support was being slated. They tried to ignore it, but the noise grew. So they embraced it and are now reaping the rewards of engagement.
In this video, Dell's "Communities and Conversations" man, Bob Pearson, tells how they are doing it.
It's also worth looking at Idea Storm, their ground breaking site which brings their users into the development process.
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