Lessons in changing consumer perception of a major brand, on

Mary S. Butler
Scott Monty heads up social media efforts for Ford Motor Company, an effort he began in July. In that role, he’s responsible for internal and external adoption of social media strategy to help improve Ford’s overall reputation. I sat down with Scott last month to discuss his approach, before what could only be categorized as an extremely active period for Scott. We spent an hour discussing audience, tools, tone, content mix and etiquette. During our conversation, I was impressed by Scott’s unwavering approach. His answers to the questions I asked almost always came back to the same point: getting Ford’s story - from innovation and safety to green technology and affordability - out to a larger audience. In the time that has since passed, I have watched in awe as Scott juggled events both planned and unplanned from any number of locations. Below I take a look at one week in the life of Scott Monty. From this, one can get a sense of how to begin thinking about social media in conjunction with a major brand. Re

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