The Social Media Reach, As Well As The Service Reach
To begin with what I mean by 'The Social Media Reach', I feel Dell could have a lot going for it should they speak the same language as their social media fans. What I mean by this is if you notice music artists, particularly the heavy bands, post 'memes' or jokes to make their fans laugh - which draws in more fans because they see the band connects with their fans, sometimes even statuses to hype their fans on upcoming projects. Dell could jump on this same tactic: post things that make the customer feel happy to be a fan of Dell's Facebook page or a Twitter follower. But all is not well should 'The Service Reach' not be attained along with it.
I'm a member of AlienwareArena.com and often we get new members who come to specifically seek help for problems they experience with Dell's customer service. Often these complaints are about the customer service reps not knowning anything about an Alienware computer, often telling the customer that the laptops aren't meant to play video games and other remarks that do not help the customer at all. Because of these ignorant customer service reps, Dell loses customers alltogether, not just from their Alienware division. Don't get me wrong, I've read about good customer service reps who know a thing or two about what the product is and can help the customer immediately, but it's the bad ones who make the company lose customers.
To fix this, I suggest specific customer support teams for a specific product line instead of general customer service. Not just for the Alienware line but for even the XPS line, projector line, etc. Specific teams should specialize in support for a specific line of product to make the customer's experience that much less stressful. They give their hardearned dollar to this company and they should be treated like royalty when dealing with customer service.
In closing, social media is not the only way to get more customers and more exposure about products. If a customer has a good experience with customer service, they're more likely to recommend Dell to their friends and family, gaining Dell more customers. Social media and customer service go hand in hand. Both can make or break the company's sales.