Ford has “social media agents,” but unlike government “agents,” the Ford kind don’t lurk in the bushes or try to go by unnoticed. In fact, Ford agents openly converse with customers on forums, message boards and enthusiast sites not owned by Ford, as well as through the official Ford Twitter and Facebook accounts. The social media team uses a customized search engine tool to quickly find and respond to customer queries, comments or concerns, including about new product arrivals, warranties and repairs.
“We are using social media to deliver a superior customer service experience in real time,” explains Elizabeth Foley, Ford Customer Service Social Media Program Manager. “We’re professional, but we’re very personable, and we customize the message to the particular customer.”
Social networking sites have allowed Ford to meet customers it might not have connected with previously through traditional advertising. For example, when Steve Yourstone had questions about his 2011 Explorer, he posted them on the Ford Explorer Facebook page, and received an answer from the Ford Customer Service Division social media team. Elizabeth notes that “we see comments like ‘I can’t believe a company as big as Ford is out there doing is’ or ‘You’re a lifesaver, I’ve never received this kind of service,’ which tells us it’s important to go where our customers go.”
In fact, before the all-new Fiesta went on sale in North America, Ford created the Fiesta Movement, using social media to create a buzz about the car and as a way to introduce it to the market. And in 2009, Fiesta Movement agents and their Twitter friends gathered at the Palladium in West Hollywood, California, to set a new Guinness World Record for the “most attendees at a tweetup.” Social media has allowed Ford to not only go viral, but for Blue Oval brand awareness and new products to go global.
So are you a Tweeter? Have you “liked” Ford yet on Facebook? Have you visited the official Ford YouTube Channel? Tell us about your favorite social networking site – and you can use more than 140 characters to do so!