After taking a hit in the blogosphere, Dell's comms team has devoted significant resources to boosting its online presence and initiating a real dialogue with consumers.

Dell, a company typically known for the strength of its customer service, saw that reputation fade in 2005 when one popular blogger's personal experience exposed an undercurrent of negative opinions.

Jeff Jarvis, a former Entertainment Weekly editor, griped on his blog, BuzzMachine.com, about his dealings with Dell customer support. His so-named ...