HOW FORD IS DOING IT RIGHT

Ford appointed Scott Monty as their Global Digital/Multimedia Communications Manager and it was one of the smartest moves they have ever made. Running a widely successful personal blog, as well as managing the giant corporation’s public relations and communications efforts, Monty has set the bar for media relations practitioners.

In an interview with Monty by Jim Edwards of BusinessInsider.com, Monty discusses the importance of presence and interaction within the social media realm. Monty raises the stakes by posting extremely controversial issues on his blog, attracting attention both from competitors and consumers. Last week, Monty posted an anonymous letter on Ford’s Facebook from Oracle trashing another site used by the Ford company. However, Monty discusses the importance of simply having a presence on social media sites. Even before Ford was participating in the Twittersphere, they were receiving mentions. By just creating a Twitter account, it allowed Ford to compile and process mentions of their company by consumers around the world.

The choice to interact with consumers was an easy one; excited reactions from consumers over a huge brand replying was enough to keep the ball rolling when it came to giving feedback. However, not all social media sites are so simple to handle-note that Ford has over 80 pages worldwide to discuss different products, locations and services. Ford has been leading the way in using social media and tailoring it to their needs. The first brand to use Google+, and one of the first to use Instagram, Ford is reaching out to consumers on all levels.

Monty describes Ford’s use of social media as a “blended role” because of the overlap between customer service, marketing, and consumer relations. Around the world, there are over 40 people working on social media initiatives for the company. Monty discusses that social media has given Ford added credibility and is so self-regulatory that many fans stand up against any negative mentions of the company before they do. Ford also has done an incredible job with building brands within the company. Monty recognizes that consumers of a Ford Focus are much different than those who purchase Mustangs, and so personas and brands need to be tailored to those consumers.

Ford has done an extensive job researching their audience, reaching out to consumers and developing a unique, blended and complex social media strategy. The complexity of the different pages and identities really allows Ford to be widespread through different sites and allows for their consumers to reach them at various levels.

 

Stephen Shankland of CNet News focuses on Ford’s use of Google+. Since Google+ is normally used for individuals to connect with others, it is rare to find large corporations, especially a global giant like Ford, using the site it their advantage. Google and Ford have teamed up to go beyond just linking all social media sites in one place and establishing connections with other + users, Google Maps users will be able to send navigation tools to their Ford cars through a new syncing process. The use of Google+ gives Ford the competitive edge and allows for its consumers to find the information they need, whether to connect to another social media site to investigate directly, quickly and efficiently.

 

-Rachel Chesno

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~ by goodpackagedconsumers on October 18, 2012.