Not according to Dell.
As is often the case, I wasn’t really listening to the podcast on the Tube but suddenly I realised what I was hearing: about five minutes into the 20-minute FIR interview, Lynn Tyson, the VP of Investor Relations at Dell, was talking into my shell-like (Shel-like?) about the Dell blog, called Direct2Dell.
It launched in June 2006 and so I’m a latecomer to this development. However, perhaps this was the ideal time to turn attention to it. 18 months is a good proof point for any social media initiative and it seems the Dell experience has been overwhelmingly positive. I was particularly struck by her assertion that really, there was little need to change tone of voice or content when Dell employees posted on the blog. To me, this makes sense. None of us speak to our colleagues or contemporaries about leveraging windows of synergy, so why should we do this with consumers?
This ties neatly with recent case studies I have been working on, in which an overtly corporate tone of voice only serves to engender feelings of fear and suspicion. Through being honest, this can change into one of trust and freedom. It just takes courage to do so.
You can read more about it here but I would urge you to download the interview. You’ll be struck by Tyson’s confident, articulate tone. Like me, you may also be once again struck by how incredible it is that you get to spend 20 minutes in the company of the very best industry has to offer for FREE.
To me, this is one of the most amazing aspects of social media. All you need do is subscribe or download, for free, and get insight from people at the very top of their game.
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