When people are talking about you, it’s OK to participate. In fact, it’s expected. A great response program can turn around any bad conversations and amplify the good ones.

But how do you develop a great response program? How do you know which conversations to respond to and which to ignore? How do you help happy fans talk to more people, and how do you help angry customers solve their issues?

Dell is one of the best at doing this. Once under fire for their lack of response, they’re now legendary for how they participate in conversations about them.

One of the leaders behind this program is Jason Duty, Dell’s Director of Global Social Outreach Services. Jason is part of our all-star lineup for our Word of Mouth Crash Course in Austin on May 10. We’re featuring 12 how-to classes, 12 real-world case studies, and 6 brilliant authors. Jason is teaching our class on how to join the conversation about you, and he’s going to walk you through exactly how you can do this at your company.

As a preview, check out Jason’s interview with Guy Kawasaki. In it, Jason covers things like:

  • The evolution of social media at Dell
  • How they’re social media for customer support
  • How their strategy is about much more than just putting out online fires
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