July 11th, 2006

Dell’s Corporate Blogging and the Problem of Risk Management

by

Dell launched a blog and promptly got savaged by Jeff Jarvis and Steve Rubel for not immediately engaging the issues of poor customers service that have tied Dell to the whipping post of the blogosphere.

In theory, Jeff and Steve are right — although, with all due respect, they were just a wee bit sanctimonious in delivering the message — Dell could have been “brave” and taken on the tough issues right out of the gate.

But they chose not to. Why? Because they don’t “get it,” as their blogging critics suggest? Or is it because they are extremely cognizant of the risks inherent in a corporate entity, beholden to shareholders, creating a platform to talk to customers — many of whom are VERY unhappy?

Nick Carr, in his push back to Jeff and Steve, points to Dell’s statement of blogging principles:


Think straight, talk straight.
We will think before we post and strive to have good judgment in all blog interactions. We will not hesitate to take on tough, escalating issues, but we will do so in a measured, thoughtful fashion. Sometimes that takes a little more time.

Sometimes we may be quiet. There are some topics we just can’t discuss on one2one – just as we don’t in other communication channels. Posting on political issues, sensitive financial matters and topics unrelated to our business or industry, for example, will likely not occur.

Our corporate values and policies will guide what we say. As per our company’s Code of Conduct, we are committed to acting in a professional and ethical manner in all situations – whether it is with our business partners, our neighbors or customers. one2one is no exception.

Is Dell acting on all these principles yet? Perhaps not. They trying to navigate their way through the minefield of risk, as evident in the attacks by Jeff and Steve.

I’m reminded of this comment from Jeff that he left on a post I wrote about a speech by Reuters CEO Tom Glocer, where I criticized Glocer for only making incremental progress on Media 2.0:

Progress comes a step at a time. This is progress compared with other media companies and wire services I know. Is it the destination? Of course, not. We don’t know what the destination is yet. But I think it is better to note where progress is made and note what the next steps are rather than rejecting the steps that are made because they aren’t the final ones. Flies. Honey. You know.

UPDATE

The folks at Dell responded to Jeff and Steve, demonstrating that they are smarter — and classier — than the criticism gives them credit for:

Yesterday was the first official day of Dell’s one2one weblog and already Jeff Jarvis and Steve Rubel were kind enough to tell us what we’re doing wrong. Thanks for the feedback, guys. We’ll keep working to get it right.

Shel Holtz
weighed in a bit more constructively. [ZING!] Our intention with this blog is to address issues that are important to our customers. Give us some time and we’ll prove it. Robert Scoble told us to listen, and to link to the folks who don’t like us. First step was to launch Dell’s one2one. Check. We’re excited to be here, and we welcome your ideas.

The title of their post is “Real People are Here and We’re Listening” — very nicely done.

I think the lesson here is more for the Blog Police than Dell — beware of orthodoxy, ideology, sanctimony, hypocrisy, and most of all, remember that if this IS a conversation, we need to treat people on the other end with a certain degree of respect. (This is a lesson that I have learned and continue to learn through blogging.)

Comments (20 Responses so far)

  1. ‘we’? — or, more accurately, “Who’s us.” (Okay, here’s the link.) For the record, I believe one thing is certain: The Dell Computer corporate weblog is far superior to the Apple corporate blog. (Fun Google search: apple corporate weblog.) Update:What Scott Karp said: “Beware of orthodoxy, ideology, sanctimony, hypocrisy, and most of all, remember that if this IS a conversation, we need to treat people on the other end with a certain degree of respect. (This is a lesson that I have learned and continue to learn

  2. of course, which these three know better than anyone, is that blogging is new, takes time, is risky, and the complexity of Dell’s world (which does extend past the issues of their critics) cannot be covered or explained in a day. As many latervoices have chimed in, including it appears Scoble and Rubel (Jarvis refuted the calls for mercy), Dell should be commended for jumping in and given time (and encouragement) to find the right tone and balance in the conversation.

  3. Now, it seems that the world of blogging has its own: “contrarian”. Barely pausing to wipe the spittle from his mouth as he lay into computer maker Dell’s rather bland blog, Jeff Jarvis decided to round on other bloggers, such as Nicholas Carr and Scott Karp. Carr is fast approaching enemy-of-the-people status given the number of times people have levelled the contrarian accusation at him. In this case, the thought-crime was to wonder whether it was simply too early to say that the company’s initial

  4. [...] Scott Karp notes that you can only walk the path one step at a time. [...]

  5. Well said, Scott.

  6. [...] : Some contrarian folks‘ think other bloggers and I aren’t giving Dell enough time and slack. Sorry. They’ve had a year to figure this out. They’re smart. They have money. And this is the best they can do out of the gate? This is not about blog orthodoxy. This is about consumerism. They’ve been screwing their customers and they know it — why else are they hiring tons of new support people and doing PR about it? — but their first effort to join the conversation is to promote their products and not deal with what people are already saying about them? Sorry. That’s lame. I refuse to see Dell as the poor, pitiful object of sympathy. [...]

  7. Man, I’ll have to side with the Dell bloggers. I don’t care how big the company is… those are real people posting, and they got ripped the first day on the job.

    You defintely picked the right side of this one, Scott.

  8. Scott, intersting take, didn’t quite think of it that way. Thanks for opening my eyes.

  9. Dell gets the cold shoulder…

    Dell has launched a new corporate blog, one2one, but rather than the traditional warm welcome most major corporate blogs receive Dell’s has received nothing but a fierce kick-in-the-ass. Surely by now you’ve seen or read about the whole fiasco….

  10. “Conversation” is in too many cases a euphemism for “Pontification”.

  11. The customer is always right Scott & Nick. The Dell people would do well to remember that. I watched as Jeff Jarvis tried to get through to Dell, human to human, a couple of years ago, we’ve all been through that, those who have used their products. At one point in the process it was clear to me that Dell valued my time at $0. After wasting huge amounts of it, and feeling totally disrespected by them, they lost me. Maybe now they could get us back, but not with attitude. I’ve always known they had a bad attitude about customers. Having a blog, per se, doesn’t solve anything. it’s only useful if it helps wake them up to the concept that their customers are people, just like they are. When they get that, that’s when the conversation can begin. Net-net, you’ve been to hard on Steve and Jeff, by a lot.

  12. Dave,

    I think you and Jeff are conflating Dell’s past mistakes with an evaluations with their current efforts to fix them.

    If you tell Dell they need to have a conversation with their unhappy customers, I don’t see how it’s constructive to punch them in the nose the minute they open their mouth.

  13. I never told Dell any such thing.

    For a guy who preaches accuracy, you sure play pretty loose with it.

  14. And what was that bit about punching people in the nose?

    Where did you get that from??

  15. Oy vey, Dave — I didn’t meant “you” as in you, Dave Wine, I meant “you” rhetorically, since there are many people who have in fact said this to Dell. So yes, my bad for not being more clear.

    And “punching in the nose” is a metaphor for what happened to Dell when they launched their blog. With so much well-deserved anger at Dell, the punch should probably not have come as a surprise. Perhaps they might have hoped for the blogosphere to take the high rode — but then it wouldn’t be the blogosphere we all know and love.

    But just to be clear, Dave, I give you full credit for the civility of the statements I’ve seen you make on this issue — even if I happen in this instance to disagree :)

  16. [...] Barely pausing to wipe the spittle from his mouth as he lay into computer maker Dell’s rather bland blog, Jeff Jarvis decided to round on other bloggers, such as Nicholas Carr and Scott Karp. Carr is fast approaching enemy-of-the-people status given the number of times people have levelled the contrarian accusation at him. In this case, the thought-crime was to wonder whether it was simply too early to say that the company’s initial efforts at blogging just needed some time to bed in. [...]

  17. [...] Have a browse of the other blog posts on the subject, via chuquet.com: TechBlog: Dell Hell freezes overSilicon Valley Sleuth: Dell tries blogging to clean up its image Geek News Central: Direct Conversations with Dellrexblog: Rex Hammock’s Weblog: Dell’s blog attempts to reduce bloggers’ karmic power Strategic Public Relations: Leave Dell the Hell Alone BlogWrite for CEOs: Don’t believe in the power of the blogosphere? Dell starts a blog, presumably in response to Jeff Jarvis’s Dell HellThe Unofficial Apple Weblog (TUAW): The official Dell weblog?Valleywag: Dell starts blog, Internet continues bitchslapping DellPOP! PR Jots: Welcome to the blogosphere, Dell. Yes, the A in A-list stands for asshole.Publishing 2.0: Dell’s Corporate Blogging and the Problem of Risk Managementa shel of my former self: Blog the way we tell you to. Right now, dammit!Weblog Tools Collection: Dell Weblog Marketing Technology: Dell goes one2oneBloggers Blog: Blogging the Blogsphere: Dell Launches a BlogScobleizer – Microsoft Geek Blogger: Dell joins the bloggy Web Micro Persuasion: “Dell Starts Corporate Blog, But Fails to Address Critical IssuesBuzzMachine: Well, well, Dell (BuzzMachine) [...]

  18. [...] Scott Karp is a Dell Hummer, Or is it because they are extremely cognizant of the risks inherent in a corporate entity, beholden to shareholders, creating a platform to talk to customers [...]

  19. [...] Jeff Jarvis and Amanda Chapel (aka Strumpette) are going at it over the Dell issue and in the process are stirring up such a heavy cloud of ideology that it’s hard to get your bearings. I thought it was worth trying to boil it down to some simpler, less ideologically-colored observations and lessons: [...]

  20. [...] We can see through the bullshit and will call you on it every time. Update: Scott Karp gives a good look at the other side of the [...]

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