By
Kim Geary
Every day we see examples of companies that have attracted the
media spotlight without seeking it. For better or for worse, the story
almost always alters people's perception of the company or brand being
featured. With proper planning, these situations can be managed and may
even be transformed into opportunities to enhance public image.
That is why every organization should be prepared with a crisis communication plan. If you don't already have one, you need one now, and if you do have one it may be time to update it by incorporating social media tactics.
Toyota is an example of a company in the media spotlight right now that is using social media to its advantage. While the company has received harsh criticism, its public relations team is clearly at work, proactively addressing the automaker's recall issues.
On the social media front, Toyota is using Twitter, YouTube and Digg to disseminate information to customers, address critics when appropriate and uphold the brand image that has been so finely crafted over the years.
On Twitter, we see Toyota issuing official statements to customers regarding its transgressions and federal penalties. At the same time, we notice positive stories unrelated to the recall continue to be disseminated, reminding customers that the recall isn't all there is to say about Toyota, and it hasn't stopped the industry giant in its tracks. Far from it, the company continues to make announcements regarding is racing sponsorships, the release of new vehicles and more. A customer who decides to follow the recall situation on Twitter will get an infusion of positive messages along with facts about Toyota's recall.
On YouTube, Toyota is able to deliver its own message about the recall without being edited by the media. Again, the company puts a positive spin by emphasizing the many interesting facets of this occurrence - the participation with NASA and the engineering perspective.
Digg provides Toyota with a way to consolidate all the outside messages about the recall for customers. They have links to articles in the electronic media, both "print" and video. It also provides an interactive forum, where, through Dialogg LIVE, spokespeople like Toyota US President Jim Lentz can address the day's issues with an online audience.
While Toyota has received criticism for its handling of the recall, and it remains to be seen how the issue will ultimately affect public opinion, this case study is one worth following.
If you'd like more information about developing or updating your organization's crisis communication plan, including the use of social media, turn to the experts at Priority Marketing.
Article Source:
http://EzineArticles.com/?expert=Kim_Geary
That is why every organization should be prepared with a crisis communication plan. If you don't already have one, you need one now, and if you do have one it may be time to update it by incorporating social media tactics.
Toyota is an example of a company in the media spotlight right now that is using social media to its advantage. While the company has received harsh criticism, its public relations team is clearly at work, proactively addressing the automaker's recall issues.
On the social media front, Toyota is using Twitter, YouTube and Digg to disseminate information to customers, address critics when appropriate and uphold the brand image that has been so finely crafted over the years.
On Twitter, we see Toyota issuing official statements to customers regarding its transgressions and federal penalties. At the same time, we notice positive stories unrelated to the recall continue to be disseminated, reminding customers that the recall isn't all there is to say about Toyota, and it hasn't stopped the industry giant in its tracks. Far from it, the company continues to make announcements regarding is racing sponsorships, the release of new vehicles and more. A customer who decides to follow the recall situation on Twitter will get an infusion of positive messages along with facts about Toyota's recall.
On YouTube, Toyota is able to deliver its own message about the recall without being edited by the media. Again, the company puts a positive spin by emphasizing the many interesting facets of this occurrence - the participation with NASA and the engineering perspective.
Digg provides Toyota with a way to consolidate all the outside messages about the recall for customers. They have links to articles in the electronic media, both "print" and video. It also provides an interactive forum, where, through Dialogg LIVE, spokespeople like Toyota US President Jim Lentz can address the day's issues with an online audience.
While Toyota has received criticism for its handling of the recall, and it remains to be seen how the issue will ultimately affect public opinion, this case study is one worth following.
If you'd like more information about developing or updating your organization's crisis communication plan, including the use of social media, turn to the experts at Priority Marketing.
No comments:
Post a Comment