Dell is pretty advanced in this social media stuff. But even they can make mistakes. They are currently tackling the hardest of the 3Cs (Content, Converstaion, Community) – the community bit. I usually advise comopanies to stay away from creating your own communities and instead focus on support to communities that are already out there. However, if you do decide to try and create your own community, be absolutely sure what the community proposition is all about (like you would be with a marketing proposition and an ad). Dell may not have really worked out their proposition here.