Big and small companies alike can both use social media to further generate buzz around their brands, but when you are an already establish name with millions of fans, followers, and loyal costumers, you may need to use a different strategy with your social media output. People tend to trust corporations that use social media less than small companies that use the same outlets. Scott Monty, head of social media for Ford Motor Company, suggests that bigger companies can create trust around their brand by allowing time for people to share their feelings through word of mouth. However, the question then becomes, how can you measure the brand trust when it is being being shared through word of mouth?
Monty found a way to do this for Ford by providing a space on the main website called the ‘The Ford Story‘ page where costumers can post personal stories about their
experience with the brand and testaments to their loyalty. The page gives visitors to the site a chance to get a feeling for the brand and its costumer satisfaction. Ford uses this as their blog space even though it is technically not a blog. Monty explains that for such a large brand, having a company blog is not as useful since fans would most likely see it as being impersonal. Having ‘The Ford Story’ page works as an interactive blog and is actually is more productive for The Ford Company than a traditional blog would be. Monty continues to explain on own his personal blog how large companies may need to triple social marketing efforts to reach out to different demographics. For instance, Ford Motor Company has different Facebook fan pages for each of their different model vehicles. This way the Ford Fiesta enthuasists have a place to go where they don’t get lost with the other cars in the Ford social media parking lot. Targeting specific audiences within your mass audience shows that though you are a large brand, you have many facets to who you are as a organization. The results of Ford’s approach to social media:
- 11 million Social Networking impressions
- 5 million engagements on social networks (people sharing and receiving)
- 11,000 videos posted
- 15,000 tweets.. not including retweets
- 13,000 photos
- 50,000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those don’t currently drive a Ford vehicle
- 38% awareness by Gen Y about the product, without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).
For many other ways large companies can establish more successful social media campaigns visit Scott Monty’s blog that explains how he uses social media for The Ford Company: http://www.scottmonty.com/2010/03/how-ford-uses-social-media-video.html