Ford, Red Tape and Social Media Roadblocks

@ScottMonty@WesSherwood That's a fair point, mate. Although would it be fair to suggest that Ford may not know who all the owners are? I'm only asking since I'm from the U.K. originally, so not quite sure how second and third hand sales are handled in N. America. In the U.K., it's often feasible that private sales aren't registered (as far as VIN numbers go). Additionally, many people skip insuring their vehicles, so wouldn't show up for new owners. Just wondering if that's the same here, and if so, would that encourage pro-activity? As always, thanks for jumping in on these conversations, appreciated.

@DannyBrown@WesSherwood Danny, I think the main difference that we can agree on is every one of those examples that you cited involved a product that was available to consumers across the board and represented those that were still being manufactured. For the purposes of the Ford recall in question, the makes we were talking about were only limited to a certain number of model years, ending in 2004. That's a big difference from the great unknown that these more general product recalls (including the Toyota incident referenced earlier) involve.

@WesSherwood Hi again Wes, Here are some excellent examples of product recalls across various industries. http://www.slideshare.net/forumone/gov-20-the-fda-and-the-peanut-product-recall http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htm http://www.levick.com/index.php?id=1&action=show_item&type=articles&item_id=170 http://www.casestudyinc.com/mattel-turnaround-product-recall I think these show a proactive approach by the manufacturer usually has a better-received response than a reactive one. But, like you say, we can agree to disagree. Cheers.

@ClayMorgan Exactly our point. The spiraling out of hand can go both ways: if we put something out there proactively (and we have a pretty sizable reach), it could be misinterpreted and we would have therefore contributed to the spread, rather than contained it.

@ScottMonty@markwschaefer@DannyBrown As a "former" Ford owner (sorry about the former part - but rest assured my wife and I are considering a Ford should we find ourselves adding on to our family), I concede that Ford is very thorough in their efforts to reach owners during even a quite minor recalls. My car was subject to a couple of very small, non-safety recalls and being informed was never an issue (actually, quite the opposite). Ultimately, in this situation, my concern with social media - and this is a concern regardless of the client or the situation - is that the platform has a bad habit of spiraling out of hand. The Gap's efforts to launch a new logo/brand didn't even get out of the gates before "the tribes" were in an uproar, forcing the Gap to back down. I don't know - it seems that there is no predicting what's going to cause a stir on social media, so being proactive is my approach.

@WesSherwood Hi Wes, I'll be happy to "address" your claim, I'm just working on client projects at the minute, which obviously comes first. With regards the media, this is third-party and external recalls, though, as well as making owners the pro-active ones, by having to either Google for news or go to the Ford website and look under their vehicle to see if it's being recalled or not. The question I initially posed was whether Ford itself was being pro-active and in the social space. Which would still seem to be No, based on the answer above.

@DannyBrown Hi Danny, We take feedback such as yours very seriously and will use it as we continously improve how we communicate with our customers. We also think we made a fair statement that our recall communications go beyond most if not all other industries, which goes to the heart of your argument. If you choose not to address our claim, we'll agree to disagree at this point. The Associated Press, Bloomberg and Reuters (among others) all cover major recalls. The U.S. government triggers this coverage by publicly posting recall details to their website. A Google search will return numerous stories on nearly any recall. Ford owners can find open recalls for their vehicles by going to www.Ford.com ("Services" tab) and entering their vehicle identification number. Again, this is customized to the specific customer as opposed to a broad-based statement because we believe people want to know about their car.

@WesSherwood Hi Wes, When you mention "the highest-read publications in the world distributed the news", was this print or online media? And was it their news, or a Ford release? I'm just curious, since I haven't seen any official Ford statements other than the reactive ones, but I may have missed some, so would be happy to stand corrected. And I still can't find anything on Ford.com - I'm looking in the News section, is there something elsewhere? Thanks!

This was an interesting read, as were the comments. More points to ponder. :) - Erin

This was an interesting read, as were the comments. More points to ponder. :) - Erin

@DannyBrown I am pleased to join the discussion, Danny, and appreciate the varying opinions. In general, automotive recalls are heavily publicized nationally and internationally so we fundamentally disagree with your assessment that these are "silent" actions. We are discussing this today because the highest-read publications in the world distributed the news. Ford also publishes recall details at www.Ford.com and with our dealers - the most likely avenues customers would pursue if they have questions. We also collect through state DMVs around the country current vehicle records to help ensure the correct customers receive individualized letters. In all of this discussion, we have not seen another example of a company or industry that treats such safety communications matters as comprehensively as Ford and the auto industry. Thank you again for giving us the opportunity to participate and hearing us out.

@markwschaefer@DannyBrown With all due respect Mark, we understand the difference between "epic tragedy" and limited product recall. We have a top-notch crisis communications plan and team and we're prepared to interact and provide a human element as the situation dictates. In this case (as with a number of others this year that went without notice), we handle it in a focused and direct manner with customers who are affected. Should the case arise when it's a broader issue or one that affects a larger audience, you can rest assured that we'll be ready.

@markwschaefer@ScottMonty Hey there Mark, grand to see you over here, sir. Thanks - I was hoping to offer both sides, and so asked a few questions on Google+ to try get a better understanding. Like you, I've worked in large organizations on big projects (two with Ford Canada, ironically enough) and know the red tape can be an ass. I'm just curious how a simple "Here's where you can get the latest official information" is such a legal minefield that it's not the approach taken. Ah well. :)

@DannyBrown@ScottMonty Kind of disappointed by Scott's defensiveness here. I thought you presented a balanced view Danny. I have also worked in large companies and have been tied up in corporate red tape even when the right thing to do is obvious. It is what it is. I actually think your post is sympathetic to the situation but also points out that some acknowledgement of the problem would have been ideal. At the very least it would have provided a human and appropriately sensitive side to the company. Some day, an epic tragedy will befall Ford because that's business and the world we live in. Shit happens. At that moment, I would hope the company would say something on its social sites more than "we don't respond to epic tragedies." I'm imagining Scott is working to change the internal culture at Ford to face up to both the responsibilities, as well as the opportunities, of engaging consistently on the social web. This is a difficult task and I wish him well in the effort.

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@davevandewalle I think that's what probably "jars" a little, Dave. When you look at the social channels of Ford newsroom, it's about the wins - awards for cars, campaigns, sales, etc. It offers a skewed picture - which is entirely up to Ford to do. But with the recall and the current lawsuit, folks might begin to question if Ford are a good news company only (even though they've shown in the past that they're adept at countering negative press, too).

@ClayMorgan That's a great approach, Clay, and - like you say - shows Ford is really looking out for their customers (not that I'm saying they aren't already). It's where their dealers can really come to the fore, too, and increase the loyalty with them specifically, as opposed to the Ford dealer across town. Cheers, sir.

@WesSherwood Hi Wes, thanks for jumping in, appreciate it. The question most seem to be asking is why there's no official statement or news update from Ford. 1.1 million vehicles is a lot and, while I understand Scott's point re. regulatory bodies, could lead to a lot of questions being asked about the recall. As others here and elsewhere have pointed out, the "silent" approach could be construed as having something to hide (even if this is the furthest thing from the truth). If I'm looking at it from a consumer point of view, which do I trust - the official Ford newsroom and/or social channels, or consumer and auto blogs not affiliated with Ford?

@marianne.worley Great example, Marianne - I'm wondering if the Ford owners were contacted before the news became public on various web outlets. Or, if they have been - according to the Bloomberg piece, that's scheduled for mid-September, so does that mean no-one's been contacted yet?

@Grit08 Hi Kenny, There's no doubt Ford has re-established itself after the Big Three meltdown a couple of years ago (although, in fairness, a few of its Big Win campaigns were created and implemented by external agencies). And they've definitely improved their standing in the eyes of the general public, after all three - Ford, Chrysler, GM - were seen in a hugely negative light when the Big Three crisis was happening. It's a reputation they'll work hard to keep, and the outreach to the affected owners is proof they care. I'm just curious if the limited pro-activity is going to hinder them in the long run - guess time will tell. Cheers, sir.

@mariareyesmcdavis That's where I think it could backfire, Maria - consumers are smart, but they're also suspicious, and if - heaven forbid - this blew up into something bigger/worse, there'd be a fair few questions raised about the restricted approach.

@ScottMonty@HowieSPM In fairness to Howie, Scott, I don't think he was using social media as a hammer (nor was I, in case you were confused). It's great that you're contacting those involved (although mid-September seems a long time to wait); I just feel that using social to alleviate fears is just as worthwhile as using it to show how great a marketing campaign was.

@HowieSPM I agree on the negative connotations through silence, mate - most of the examples I can think of where this was the approach seemed to make matters worse in the long run. Maybe Ford will be different.

@newdaynewlesson I think it just adds to the feeling of security and knowing you're being looked after, Susie. I know Ford is letting affected drivers know, but I also wonder about "back-door sales" where vehicle details aren't exchanged, and folks that may have changed address and not updated yet. Using popular platforms to share the news seems a way to counter those that could be missed. Cheers!

I think that in general people should be updated and be informed.

I know this is different, but during my 15 years working as an ER nurse, when I would work triage and let the patients know what the procedure was, how long things would take and then occasionally would update them, there was less hostility and anger even if things took a long time.

I think that the reason companies are often afraid of being "upfront" with the customers is that people in general are often too cynical and are looking for everything the company is still hiding from them.

Tough cycle to break.

I think that in general people should be updated and be informed. I know this is different, but during my 15 years working as an ER nurse, when I would work triage and let the patients know what the procedure was, how long things would take and then occasionally would update them, there was less hostility and anger even if things took a long time. I think that the reason companies are often afraid of being "upfront" with the customers is that people in general are often too cynical and are looking for everything the company is still hiding from them. Tough cycle to break.

@HowieSPM I'm not in PR? That's strange, because I report up to the VP of Communications. The trouble with viewing social media as a hammer is that every problem becomes a nail. We don't post press releases or ads about recalls; we directly notify those who are specifically affected by them. A mass media approach to a specific problem is clumsy at best. Regarding Mustang: we haven't fully activated the Mustang team on the page yet. It's almost a self-fueling page right now,because fans love even the smallest bit of information. But we're working on a fully integrated team that has the specific knowledge about the brand to be able to be most effective on there with fans. We're proud that the F-series has been the #1 selling vehicle in America for 34 years straight. We take our leadership position seriously and that is reflected in how we handle our safety issues with our customers. Thank you.

In addition. I take umbrage with Scott saying 'we have never done this in the past so we aren't starting now tweeting or FB posting about recalls' Just maybe this should become standard operating procedures because as I said imagine the person who got hurt started an effort to pressure Ford through FB and Twitter. Hey friends I got 3rd degree burns (no idea what the injury was BTW) please tell your friends to hound Ford on Facebook. I have on my website how I can help brands prevent a Nestle incident. Is Ford smart enough to prevent one of their own?

I like Scott Monty. But I also realized after I added him to a circle that I shouldn't add everyone. That the longer than 140 Character could lead to friction. I make one of my never ending Mashable jokes and he went to bat for them. But then Mashable has been nothing but glowing about Ford and Scott and who would ever question that when their Boss probably reviews the media coverage of Ford's Social Media efforts. And Scott does have one of the only big Social Media success stories for sales ever in history with the Ford Fiesta movement but this was more blog/road show oriented than Facebook/Twitter. But I did estimate $300mil+ in sales- 30,000 Fiesta's pre-ordered. Of course Ford needs to sell 100,000 per year of these cars but that was impressive.

That all said Scott is not in PR. He is technically in Sales in my opinion. And even the Mustang FB Page with 1.5mil fans does not get significantly more engagement on the page than other general brands (they run 0.3% to 0.5% engagement which is actually on the high end for a FB page). And that is a knock in my opinion. He needs heavy PR training if he feels they shouldn't tweet or post on their pages that if they have recall questions go to this link.

I think by hiding it says something negative even if there isn't anything negative. I also think they risk 1000s of people hijacking their FB page asking questions. As for the regulatory issues I am sure they are not allowed to offer anything beyond 'we have had some possible quality issues. We are looking into this to see if it is a wider issue. We back our vehicles 100% and promise if there is anything wrong it will be addressed and rectified completely'. But they had better be saying that over and over. This isn't about a glove box handle that breaks. People can die.

Lastly the F-150 is the number vehicle for sales in the US. Ford took top dog from Toyota. Do you risk this by hiding?

I like Scott Monty. But I also realized after I added him to a circle that I shouldn't add everyone. That the longer than 140 Character could lead to friction. I make one of my never ending Mashable jokes and he went to bat for them. But then Mashable has been nothing but glowing about Ford and Scott and who would ever question that when their Boss probably reviews the media coverage of Ford's Social Media efforts. And Scott does have one of the only big Social Media success stories for sales ever in history with the Ford Fiesta movement but this was more blog/road show oriented than Facebook/Twitter. But I did estimate $300mil+ in sales- 30,000 Fiesta's pre-ordered. Of course Ford needs to sell 100,000 per year of these cars but that was impressive. That all said Scott is not in PR. He is technically in Sales in my opinion. And even the Mustang FB Page with 1.5mil fans does not get significantly more engagement on the page than other general brands (they run 0.3% to 0.5% engagement which is actually on the high end for a FB page). And that is a knock in my opinion. He needs heavy PR training if he feels they shouldn't tweet or post on their pages that if they have recall questions go to this link. I think by hiding it says something negative even if there isn't anything negative. I also think they risk 1000s of people hijacking their FB page asking questions. As for the regulatory issues I am sure they are not allowed to offer anything beyond 'we have had some possible quality issues. We are looking into this to see if it is a wider issue. We back our vehicles 100% and promise if there is anything wrong it will be addressed and rectified completely'. But they had better be saying that over and over. This isn't about a glove box handle that breaks. People can die. Lastly the F-150 is the number vehicle for sales in the US. Ford took top dog from Toyota. Do you risk this by hiding?

I always wonder, when will the big companies ever realize that silence is never golden in these situations. It often raises more questions and the simple act of keeping your customers abreast of what's going on (straight from the horse's mouth) is an excellent opportunity to stand out from the crowd. Especially when its used to educate and empower customers. Disappointed in Ford for this one.

I always wonder, when will the big companies ever realize that silence is never golden in these situations. It often raises more questions and the simple act of keeping your customers abreast of what's going on (straight from the horse's mouth) is an excellent opportunity to stand out from the crowd. Especially when its used to educate and empower customers. Disappointed in Ford for this one.

The article raise both important and critical issues that need to be addressed and reconciled by all brands who are embracing social platforms. I did not like the tweet by Ford above. Primarily because it is reactive and appears focused on limiting the downside and negative sentiment. Hiding behind legal restrictions and rote answers of a similar nature just don't cut it anymore. To be fair there are some restrictions and understandlby nobody wants to lose business or see sales plummet because of a failure to communicate.

Difficult choices. For me this is where the leverage point lies, a failure to communicate. There is an opportunity to enhance the brand image beyond the basics of quality, price, value and brand affinity. Engaging the difficult questions and moving beyond the rote responses is the point where most customers appreciate the brands commitment to serving their needs and leaving no area open to misinterpretation. Yes being forthright and open has difficulties and for a brand of Ford's size, not just in lost customers either. The knock on affects of a severe reduction in sales, impacts employees and suppliers as it may mean job losses and cancelled contracts.

In my view however the benefits outweigh the disadvantages. It really is about how to instill a culture, policies and clear appropriate communications. There is an opportunity to make the brand more human and avoid 20th century corporate speak and tactics. Toyota is a benchmark from which to derive important lessons, lets hope Ford can learn lessons, most importantly for the sake of its customers and employees and begin to arrest these blind spots in their communications strategy.

Thanks for the insight Danny.

The article raise both important and critical issues that need to be addressed and reconciled by all brands who are embracing social platforms. I did not like the tweet by Ford above. Primarily because it is reactive and appears focused on limiting the downside and negative sentiment. Hiding behind legal restrictions and rote answers of a similar nature just don't cut it anymore. To be fair there are some restrictions and understandlby nobody wants to lose business or see sales plummet because of a failure to communicate. Difficult choices. For me this is where the leverage point lies, a failure to communicate. There is an opportunity to enhance the brand image beyond the basics of quality, price, value and brand affinity. Engaging the difficult questions and moving beyond the rote responses is the point where most customers appreciate the brands commitment to serving their needs and leaving no area open to misinterpretation. Yes being forthright and open has difficulties and for a brand of Ford's size, not just in lost customers either. The knock on affects of a severe reduction in sales, impacts employees and suppliers as it may mean job losses and cancelled contracts. In my view however the benefits outweigh the disadvantages. It really is about how to instill a culture, policies and clear appropriate communications. There is an opportunity to make the brand more human and avoid 20th century corporate speak and tactics. Toyota is a benchmark from which to derive important lessons, lets hope Ford can learn lessons, most importantly for the sake of its customers and employees and begin to arrest these blind spots in their communications strategy. Thanks for the insight Danny.

I drive a 2006 Toyota Prius. We're all aware of the extensive bad press Toyota has experienced in recent years. Since I purchased my car, I have received 2 recall notices (floor mat/accelerator pedal and water pump). The interesting part of my story is that the repairs to my car were completed BEFORE I received the notices. On both occasions, my local dealer called me to explain the situation and schedule a service appointment as soon as possible. This pro-active approach solidified a lifetime customer relationship, and made me feel like Toyota cares about my safety.

Ford has made amazing strides in building innovative, high-quality vehicles. I think the pro-active approach is the best way to ensure customer confidence and a trusted reputation.

I drive a 2006 Toyota Prius. We're all aware of the extensive bad press Toyota has experienced in recent years. Since I purchased my car, I have received 2 recall notices (floor mat/accelerator pedal and water pump). The interesting part of my story is that the repairs to my car were completed BEFORE I received the notices. On both occasions, my local dealer called me to explain the situation and schedule a service appointment as soon as possible. This pro-active approach solidified a lifetime customer relationship, and made me feel like Toyota cares about my safety. Ford has made amazing strides in building innovative, high-quality vehicles. I think the pro-active approach is the best way to ensure customer confidence and a trusted reputation.