This BriefingsDirect business innovation case study examines how Dell recognizes the value of social media for more than improved interactions and brand awareness. Dell has successfully learned from social media how to meaningfully increase business sales and revenue.

The data, digital relationships, and resulting analysis inherent in social media and social networks interactions provide a lasting resource for businesses and their customers, says Dell. And this resource has a growing and lasting impact on many aspects of business -- from research, to product management, to CRM, to helpdesk, and, yes, to sales.

To learn more about how Dell has been making the most of social media for the long haul, BriefingsDirect sat down with Shree Dandekar, Senior Director of Business Intelligence and Analytics at Dell Software. The discussion is moderated by Dana Gardner, Principal Analyst at Interarbor Solutions. [Sponsor: Dell Software.]