Dell Inc.

LinkedIn: Winner

Campaign: LinkedIn page

As one of the most prominent users of social media for customer engagement and support, Dell wanted to do LinkedIn right. It has been a leader in leveraging the most sophisticated features of LinkedIn's company pages and making effective use of LinkedIn groups to build subcommunities around customer interests.

With more than 400,000 followers, Dell's LinkedIn company page is a major avenue for communicating news and career opportunities to its constituents. Dell posts multiple updates to the page each day and currently lists almost 700 jobs. The company was the first to use LinkedIn's new Careers page and targeted status updates, and to showcase its products in the Products & Services tab.

What really impressed us about Dell's LinkedIn presence, however, is its many groups. They include the 3,000-member Dell TechCenter, a 10,000-member Business Solutions Exchange devoted to management advice and an invitation-only group for CIOs.