Dell Creates Undercover Buzz

An article in the Wall Street Journal noted that computer-maker Dell created a year-long project to create buzz for its new miniature laptop computer, which included joining the bloggers, "leaks" of photos and other buzz-creating activities. "Some businesses try to ignore unflattering blog posts or message-board rants," the article says. But Dell decided to take address comments, "head on." Dell V-P of communications Andhy Lark said, "It's in a company's best interest to deal directly with any complaints or criticism on the Internet." Dell employees apparently trolled the blogosphere to add comments when posts were critical, and even casually took the new candy-red computer to a conference hoping some blogger would "spot" it and publish photos of it on the Web. They did, and they did.