Earlier this year, Dell was busy planning the launch of their new Inspiron 910 mini notebook computer. But Gizmodo got wind of what they were cooking up at a tech conference, and the buzz began.  Learn how Dell spent time listening, learning, and engaging with their customers around this hot product launch by using Radian6. The buzz was big, and Dell took away some key learnings that will shape future product launches and their community-building efforts as a whole.

Click here to download a PDF of the case study.

With the ease of use of Web 2.0 social media sites consumers are now publishers and broadcasters.  They have the ability to share their opinions, needs, complaints, and ideas in a way that is not only immediate but permanently recorded and easily spread.  Consumers are no longer whispering amongst themselves.  They are shouting from the tops of mountains.  They are shouting out to brands.

But are their favorite brands listening to them?  And if they are listening are they then engaging in such a way that: