Why has Dell been successful at building a social media program?

Why has Dell been successful at building a social media program?
Can you build a top-down Dell corporate brand with a decentralized social media structure?
How do you explain the statistic that “social media-based sales leads were two to five times more likely to close sales than traditional leads?”
How would you use Dell’s social media experience to rebrand the company as Michael Dell wants to do?

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