In this interview I talk with Scott Monty—head of social media for Ford Motor Company—and the man in charge of Ford’s social media presence and initiatives like

When you think of Ford, you might think “old American car company.” However, under the direction of Scott Monty, Ford has become one of the leading big businesses in America using social media to connect directly with consumers. And it certainly seems that Ford is on the right track to success, recently reporting 1 billion dollars in profit!

In this video, you’ll learn how Ford uses TweetUps to help Ford executives connect with customers across America and how Ford is humanizing its brand. Scott also provides advice to other businesses that are looking to capitalize on social media. Scott also has a little fun, as you’ll see…


What did you think about the video? How has your opinion of Ford changed in recent years?

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  • I’m definitely more likely to consider a Ford today than, say, a couple years ago for two reasons:

    1. I get the impression they’re putting their money where their mouth is when it comes to their products and social media.

    2. They didn’t take any bailout money.

  • It doesn’t hurt that their cars are really nice looking as well! Look out Toyota!

  • I find it interesting that Scott Monty said to develop a strategy first for Social Marketing and then look at the tools. While I can understand his logic that the tools are free and they could disappear at any time, I think the medium dictates the message. Hmmmm, that sounds familiar doesn’t it? Something I learned in university. Marshall McLuhan comes to mind. If it wasn’t for the medium of Facebook, Twitter, Blogs, LinkedIn, etc., there wouldn’t even be Social Media. Other than the shameless promotion of Ford at the beginning of this video, I found it very helpful and interesting. It sounds like Ford has some great ways to measure level of awareness and perception of their products, but I’m sure there are actual “metrics” they are measuring. I think he held out a bit. If there wasn’t, why bother!

  • How is it “shameless” when Michael pointedly asked me about the car? And as far as the medium dictating the message, I respectfully disagree. Our message is the same no matter where we are. It doesn’t really make much sense to have a different message for television, print and online. If we’re to be effective, we need consistency between media.

    We measure our progress against specific programs, as well as via overall perception – the latter of which is influenced by a number of factors, so social media isn’t the only metric. We know we’re succeeding in what we’re doing.

  • Hey Scott;

    Thanks for stopping by! Really enjoyed your interview.

    This what I think is so great about what you are doing at Ford—consistency, integration, whatever you want to call it.

    So many run blindly into the social media jungle without any serious planning and forethought. And I think that was one of your take home messages.

    Keep it up!

  • Good post here about the medium and the message:

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