Founded in 1984 by Michael Dell, the Dell Computer Corporation offered low priced, customizable, preassembled computers.

Since then, Dell had employed 96,000 workers and sold over 110,000 computers each day.

In 2005, Jeff Jarvis posted a rant to his blog about his horrific customer experience titled "Dell Lies, Dell Sucks".

Issues Jarvis' post created for Dell:

• A mass amount of angry Dell customers began to complain about the company on social media.
• If the situation was not dealt with, Dell's reputation would be severely damaged.
• The social media incident became known as "Dell Hell".

A month later, Jarvis had created a follow-up post suggesting Dell should improve customer service by interacting with their customers on social media.

What actions Dell took to repair their image:

• In 2006 Dell launched a company wide social media marketing campaign. They began to train their employees in how to interact with consumers on social media.
• In 2007 Dell launched a corporate social network called IdeaStorm. Consumers were encouraged to contribute suggestions, features, and services that would possibly be used in Dell's new products.
• Also in 2007, A Dell employee named Ricardo Guerrero integrated the use of Twitter to engage questions from Dell's customers.

the results of dell's efforts:

• Following the training of its employees, Dell created an internal blog called EmployeeStorm, and a microblog called Chatter.
• More than 7,000 product suggestions and many other great ideas were submitted to IdeaStorm.
• Dell had sold more then $3 million in PCs and accessories via Twitter.
• The bad publicity ratio received from ""Dell Hell"" had dropped from 49% to 22%.