In this particular case, the post demos how social media is being used to progress the overall conversation to a more positive consideration of the automotive industry… at a time when that industry, from a PR standpoint, seriously f-ed up.
From Scott Monty’s blog:
It’s been a rough week. And for someone who is new to the auto industry, this is truly a test.
And at Ford, our social media efforts are just in their nascency. My colleagues at GM have a pretty strong team in place, while I’m just one guy doing what I can. Since Ford doesn’t yet have a robust public platform in the social media space, it’s largely been a matter of individual engagement. And for much of the week, it’s been like fighting a forest fire with a squirt gun.
Full blog post here. You will need to explore it to understand this post at all. But in a nutshell, Scott jumping immediately into the media cycle to circulate this one YouTube video alone, the compelling statement from a Detroit area Congressman at the now infamous “Gulfstream Hearing,” has likely shifted the conversation already.
And how did I first come to click-on that particular video and LISTEN to it? Why Twitter. Of course. Scott from Ford is not only my Twitter friend now, but he’s also a Facebook friend. Now that’s getting up close and personal with crisis communications!
But the real winner here will be Ford… for having had the good sense to hire a social media director as autute as Scott Monty. He knows the medium he’s operating in like a cop knows how to sniff the air for doughnuts.
Scott might be new to Ford, but he clearly is not new to being precise, transparent, honest, blunt, no-frills and totally straight-up when the BS was (is) swirling all around him.
Take note Edelman. Wal-Mart, etc.