Though the brand has had its share of ups and downs in the social media space, it has continually looked for new ways to connect with fans and to build positive word of mouth around its vehicles.
Monty shared a few lessons he’s learned as Ford’s global head of social media:
1. Let fans tell your story. Ford initially created a website called The Ford Story to help communicate with the public during the auto industry turmoil of a few years ago and to help share the story of the brand.
Ford soon found that fans wanted to share their own stories of ways they’d connected with the brand. Gradually the site became more and more focused on customer stories; it was rebranded from The Ford Story to FordSocial in 2011.
“If you have a good product, let go of your fear and let others tell your story,” he said. If you don’t have the kind of product that compels fans to talk about you, then maybe you need to address that issue before you turn your focus to social media, Monty suggested.