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Ford's Monty On How To Use Social Media To Influence People

Scott Monty, global digital communications chief for Ford, likes to say that Ford subscribes to a combination Woody Allen/Yogi Berra theory for social media: 90% of its success may be due to just showing up, Mark Borden informs us at the beginning of his informative Q&A. But like the fork you take in the road, what's critical is what you do when you arrive. For Ford, that involves humanizing the company and connecting its constituents -- employees, customers, dealers, suppliers -- with each other.

None of this is a panacea in and of itself, Monty says -- "it's absolutely a complement to what we're already doing." And by complement, he means that the message must be consistent, whether it's delivered outdoors, experientially, in print, TV or in digital space. At the same time, it's authentic -- some of the Ford folk on Twitter will talk about personal things like going to a wedding, Monty allows, "then on Monday they will share a New York Times link about the new Fiesta."

In closing, Borden asks how to deal with critics. Monty replies that you have to disengage emotionally. "There are very few people I will take head-to-head in a combative way because it's not going to get me anywhere. Let the community handle it for you, or take the high road and engage in a respectful way and you will get a hell of a lot more credit."

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