Ford's social-marketing gurus knew some of the 100 bloggers who got keys to the new Ford Fiesta would be critical of the car, but "negativity is a fact of life," notes Ford's Scott Monty. "I think if we open it up and allow the discussion to take place, we're stronger for it and people believe in our company and products more because we're strong enough to take it," he said. Monty argues that the opportunity to reach a new audience justifies the potential pitfalls that come with being open to social media.

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