A closer look at Ford’s social media strategy

Do you find it difficult to use social networks to promote your business? Social media is a relatively new phenomenon and many businesses are still trying to figure out how to use it to build their brand and which channels to use. Why not study some companies that have been successful in this area to get some tips or new ideas? Ford Motor is an automotive company that has achieved success when it comes to online advertising.

It makes sense to use as many social media sites and channels as possible to promote your brand. Of course, there are the popular ones that everyone knows, like Facebook and Pinterest. However, don’t forget about the less obvious sites like Instagram, Scribd, and Flickr. Image sharing sites such as Instagram can be used to upload photos that showcase your brand or even your business. Unique photos have a higher chance of being reposted and shared with others.

It’s also a good idea to find a way to integrate all of your social media efforts so it all works together. Ford’s social.ford.com site pulls content from its various social media channels and allows users to specifically select what content they wish to view. This makes your marketing efforts that much stronger because it’s not just a YouTube account here and a few photos there on Flickr; the portal allows the viewer to access everything at once.

Apps are another area worth investigating; Smartphones are immensely popular, as are apps. For example, Ford used a custom app to promote the new 2013 Ford Fusion that gave the user a realistic view of what it would be like to drive it and use all of its technological features. You can create an app that is entertaining, useful, or recreates an experience; It is only limited by your imagination. Popular apps have the ability to go viral and become super popular.

Another advertising tool that many advertisers often overlook is that of entertainment. Consumers are more likely to respond to a “soft sell” or advertisement that is cleverly integrated with entertainment content rather than clicking on a random banner. The key is to create content that is engaging and worth watching and sharing. For example, Ford has produced a series of videos featuring well-known actors and presenters to promote the new 2013 Ford Focus. Of course, not everyone can create a campaign on such a scale; however, creating content that is entertaining is perfectly doable.