Tradition is on the run in Detroit.
According to USA Today, the new 2011 Ford Explorer is launching on Facebook instead of at an auto show.
“We live in a 140-character society,” says Scott Monty, Ford’s head of social media, referring to the Twitter character limit. “When we have people’s attention, we want to make sure it sticks.”
Linking the Explorer with Ford’s social-marketing strategy could help the brand be more relevant. Monty says Ford is using the Internet to help customers see it not as a faceless monolith, but as an organization of people like them who can answer questions, and listen to ideas and complaints.
It’s almost like Facebook is some kind of therapist or self-help channel.