An Interview with Dell’s Amy Heiss: Director of Social Media Training and Activation

Amy Heiss - Dell

Last week was an amazing week at Dell EMC World where I co-hosted several upcoming podcasts for Dell called Luminaries – Talking to the Brightest Mind in Tech.

I took advantage of the time to meet many of the amazing marketing staff at Dell Technologies and its global family of brands – Dell, DellEMC, VMware, RSA, Pivotal, SecureWorks, and Virtusstream. The company spans technology – from consumer hardware, business hardware, development, security, virtualization, and cloud products.

Amy is a 14 year veteran of the company, bringing her Learning and Development degree to the company, then moving from Learning and Development, to social media monitoring, now to employee advocacy. Amy is on a team of 6 driving employee advocacy with over 140,000 employees globally under the Dell umbrella.

Dell’s work with employees is unique. They built a social media command center before many other companies and were way ahead of the curve. Amy reveals how her team educated executives on the importance of the impact of social media, why they utilize social data rather than user forums, how they wrote a simple 5-point social media policy, and how they help their employees build their own brand in the effort to drive corporate branding.

Dell’s Rules of Social Media:

Dell opted for a short and sweet social media policy to ensure employees understood how to utilize social media but also to get them to recognize the company didn’t want to play gotcha with a policy that was full of legalize and regulatory compliance.

  1. Protect customer and Dell information
  2. Be transparent
  3. Be responsible
  4. Follow the law
  5. Be Human

Every employee goes through a social media training called the Social Media and Community University (SMaC-U) that walks through what Dell means with each policy item. The employees are also self-policed where employees can directly contact one another about any violation, or report the incident. The results are incredible! Less than 10% of followers follow the corporate brand versus the individual employees. Employees get eight times the engagement and negative comments about the company dropped 20% simply by Dell Employees being socially active.

Unlike many companies, Dell works to help employees develop their own personal brand online, helps them to tune and tweak their social media presence – all the way to developing a great LinkedIn profile. And when a customer or prospect needs assistance, Dell employees have a Dell Cares team who can immediately respond and resolve issues on behalf of the employee.

Listen to our Interview with Amy Heiss of Dell


This is an incredible interview with tons of actionable data and insight. I’m so thankful for being introduced to Amy at the recommendation of Mark Schaefer.

© 2016 DK New Media.