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As the newest Fortune 500 list came out this morning, we’ve pulled two of the top 10 to be today’s competitors in our Twitter showdown: General Motors (ranking 5th on the list) and Ford (who came in 9th). 

Everyone knows how passionate people are about their cars but will their standings on the Fortune 500 reflect how they are doing in the social space? Let’s find out.

Ford

In recent years, Ford has been looked at as a lead player in the social space. Since Scott Monty, Ford’s head of social media, joined in 2008, Ford have pushed forward with a unified social strategy that been used to build strong communities of customers, advocates, and more recently, software developers, engineers, designers and scientists. 

Not only is Monty building this social strand for Ford but he is looked to as an expert in the field as he writes about the intersection of advertising, marketing and PR. In fact, he has almost 74,000 followers on Twitter, which surpasses the number of followers GM has. Not that numbers matter, but as Monty is putting what he writes about in practice at Ford, it is no wonder he is a go to in the social sphere.

Looking at Twitter, Ford splits its Twitter efforts into two main channels:

1. @Ford focuses on the corporate side of the company focusing on product, innovation and social. It’s run by Scott Monty himself as well as the Ford Social Media Manager, Craig Daitch. For the most part, they link back to Ford’s social hub. This site allows you to become a member and you can keep track of your blog comments and any ideas or stories you’ve submitted. If you do want to take part but don’t want to sign up, you can still comment using Facebook sign in.
    
2. If you mention @Ford but you have a customer service query, @FordService now responds. The handle is managed by a customer service social media team of eight, who are all listed and pictured under the Twitter bio. Ford assists 2000 people per week via social media with the agents assigned issues that remain their responsibility until it is resolved. On average the team tweets responses every 3-6 minutes between the hours of 9-5 ET. They also post their hours of operation and where you can get help when they are not online.

As for sentiment, it’s generally neutral to positive. This could be due to the majority of users going offline for customer complaints, or going directly to the dealership. Either way, people seem to like Ford online.

Other Ford social presences

Ford is active across most social platforms including Google Plus where it posts content fit for a socially savvy audience. Who doesn’t love I haz Cheezburger style photos to highlight Ford’s move to reduce the weight of its vehicles by creating carbon fiber composite-intensive materials 

On Facebook, Ford takes advantage of the timeline feature and starts it’s history with a picture of one of the most well know cars on the planet, the Model A.

The cover highlights the Ford headquarters, and though it integrates with the profile picture well, it’s not the most inspiring photo for a company that has enough car porn for everyone.

Ford’s Facebook account is highly followed with almost 1.5 million followers and over 19,000 people are talking about Ford though Facebook alone.

The Ford online experience

Everything is about integration here and Ford are continuing to build a community to share stories on its own social hub. This hub does highlight all the places you can follow Ford online but stresses over and over again that it wants you to “follow the story.” Ford is also pushing into the co-creation territory that is still a distant future for other brands through its “Your Idea” tab.

In an even bolder move toward community building, Ford has recently invested in TechShop, a space that houses high tech equipment for Detroit-area engineers, designers and scientists to innovate on their own time. This is a logical move following the success of its ongoing “Your ideas” section of the Ford social hub, which generated over 3600 submissions during its pilot, and its hundreds strong developer program for Ford SYNC, Ford’s voice activated technology that syncs with your phone. 

General Motors

As this is a Twitter show down, let’s start with that. General motors uses its Twitter account to, as it states in its bio, bring GM information to Twitter one Tweet at a time. It’s run by Mary, Rebecca, Pete and Michael and not only do they use their initials in their tweets so you know who you are talking to, but you can see their pictures, names and personal twitter handles on the background of GM’s twitter page.

This is very much a corporate account in terms of the information presented but the tone is light and personal. Some of their tweeters even use a plethora of exclamation marks. The account highlights positive press, responds to its fans and most recently live tweeted GM’s earnings, a tactic also used by companies like eBay in order to spread important corporate announcements into the social space. 

As for sentiment, it’s generally neutral to positive just as Ford is. When reading the @GM mentions, it’s mostly praise and there are not a lot of complaints or customer service issues coming directly to them.

Other GM social presences

General Motors is also on YouTube (people love videos of cars), Flickr (people love pictures of cars) and Facebook.

According to the frequency of posting, it appears GM have abandoned their Flickr accounts for the most part at the end of 2011. As a community, Flickr is no longer at the top of the photo chain with Instagram far surpassing it. That being said, GM has still kept in the widgets for Flickr on a lot of its blogs, so when you click through, it feels like an abandoned channel. If GM is no longer strategically using this platform, then it should remove it from its main pages.

As for Facebook, GM have taken advantage of the new Facebook timeline feature (like Ford) to outline its history as a car manufacturer. Its focus in on the founder rather than its first vehicle and its cover highlights the main GM brand logos.

As a community, its focus is not on customer service and it encourages people to go to its contact us page for assistance where they have options for email, phone or mail. Despite looking throughout its sites, blogs and social channels, there seems to be no way to have queries answered through any official social channels.

With 375,773 likes and 4497 people talking about them, the bigger brand of GM seems to be the quieter of the two car manufacturers.

The GM online experience

This is where things become a little disjointed. The link from Twitter goes to the GM blogs page where there is a list of most of the official blogs GM runs. If you click on the first few more corporate blogs, some of the sections are out of date and it is hard to find links to its main social channels from there.

The next few blogs are region specific and this is where you can really see the community taking shape. Each region has different initiatives and different blog layouts so it lacks consistency with the main brand. There are also links to separate Twitter/ Facebook accounts for either its regional community or a regional initiative. 

This segmented approach makes it hard to find relevant information or to see the great care GM takes with its local communities. It could indicate a lack of strategy for the brand with each separate marketing departments taking it upon themselves to carve a niche in the social space without any regard or awareness of what other factions of the brand are also doing there.

The numbers and the results

Ford far surpasses GM in the land of Twitter according to the infographic by Visual.ly. It talks more, is mentioned more and is followed more. Ford look to be the more social of the two. Its social media strategy is cohesive and connected and you can easily find what you need, when you need it and Ford are also proactive in the social media space for customer service.

So Ford wins today in the social media game but it’s still GM who are winning in the battle of real dollars. Will Ford’s social media strategy help them surpass GM in the financial game moving forward? With the release of today’s Fortune 500 list, they haven’t done it yet but Ford is definitely creeping up there.

Posts from the Econsultancy blog

Are Your Social Media Efforts Worth The Money?

This infographic recently released by Radian6 dives into how online marketers are currently measuring social media results as well as questions many marketers are asking.  Some of the highlights include:

• Equation for determining ROI
• Customer Engagement
• Importance of ROI

3 Rules for Building Business Relationships
Building your network both online and offline requires effort.  In order to strengthen your relationship with potential prospects, partners, or recruits it is essential that you provide value in a meaningful way.  This article shares 3 tips for building your network the right way.  Via Inc.

5 Social Media Metrics that Matter Now
As your social media strategy evolves so should the way that you are measuring results.  Exact metrics that should be measured will vary based on your industry, product, as well as a variety of other reasons.  However, this article provides some great insight into 5 metrics you don’t want to mis.  Via InformationWeek.

5 Creative Tips to Increase Blog Traffic and Boost Your Business
Many blogs fail because of one key problem, they don’t think like their customers.  A customer-centric online marketing strategy is key in both attracting and retaining followers.  If you’re looking for tips on increasing the quantity and quality of your blog traffic this is an article you don’t want to miss.  Via Social Media Examiner.

TopRank(ing) Online Marketing News – Hear From Our Team

Jolina Pettice - Use the Brown M&M Technique to Build Links
If you have heard about Van Halen’s request for M&M’s (hold the brown ones) and thought it was just an outrageous demand – think again. The point of their demands was a quality check measurement. Take this approach to linkbuilding and reap yummy rewards!  Via Search Engine Land.

Alexis Hall - Facebook Search Engine Overhaul in the work
Facebook has commissioned a team of engineers to overhaul the search engine within Facebook to make it easier for users to find videos, articles and status updates that have been shared within the social network. Although this doesn’t seem like an effort to compete with Google’s search engine yet, this is another step toward an increasing social search engine. Via Search Engine Watch.

Shawna Kenyon – 3 Twitter Rumors and What They Could Mean for Brands
According to a recent Ad Age report Twitter plans to add new experiences to its platform in order to entice brands to spend more ad dollars. Three possible changes could be coming to Twitter including,  a new open platform to giving access to third party developers, T-Commerce (Twitter e-commerce) allowing for a possible integration with Square, the mobile payment company Twitter co-founder Jack Dorsey established in 2009. And contests/sweepstakes for brand pages to create a deeper brand engagement. As of now Twitter has made no official announcements.  Via Mashable.

Brian Larson – Yahoo! Takes a Cue from Google to Personalize Services/Search
To regain search market share and focus on provider users with a more customized experience, Yahoo! is investing in elevating their personalized services…and cutting jobs.  Via Search Engine Watch.

Mike Yanke- 2,000 Laid Off By Former Search Engine Giant Yahoo!
As part of a larger restructuring effort, one-time search engine giant Yahoo! has announced plans to lay-off 2,000 employees.   Per a quote picked up by Search Engine Land, Yahoo! expects to realize approximately $ 375 million of annualized savings upon completion of all employee transitions. No indication has been shared yet regarding what employees or divisions will be impacted by this change.  Via Search Engine Land.

Time to Weigh In: Has your organization been able to determine the ROI of your social media strategy?  What have you found makes the largest impact when networking with prospects or potential hires?  Thanks for reading and have a great weekend!

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TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2012. |
Online Marketing News: Social Media ROI Gets Serious, Know Your Metrics, Facebook Search Engine, Twitter Rumors & What They Mean For You | http://www.toprankblog.com

Online Marketing Blog

Confession: I’ve spent more time doing social media marketing in the past three years than doing local SEO/marketing. (Maybe that’s why my GetListed.org Local University friends put me on the social media “beat.”)

In my experience, Twitter is more of a mystery to small business owners than Facebook is; that’s probably because they’re already familiar with using Facebook as an individual, so making the jump to having a business page isn’t too difficult.

But they’re not so familiar with Twitter. For a lot of small business owners, I think Twitter is like one of those odd & curious gifts you get at Christmas: It looks kinda interesting and seems to have potential, but what do you do with it?

That’s usually just the first of many questions I get asked about Twitter when I’m speaking at Local University, or anywhere else for that matter.

Here are eight common questions I get about small businesses wanting to use Twitter, along with my thoughts/answers on each.

Small Businesses & Twitter

1.) Do I really need to use Twitter?

Not necessarily. If your customers and/or potential customers aren’t active on Twitter, you shouldn’t be spending too much time on it, either.

That said, you may also want to consider that even if the majority of your target audience isn’t on Twitter, it’s still a great place to find and connect with influencers in almost any industry. So, while you may not succeed in selling your widgets to Twitter users, you might be able to build relationships with influential journalists, bloggers and others who can help your business in other ways — credibility, media exposure, links, etc.

2.) How do I know if my customers are using Twitter?

I’d start by asking them, either in person or via your website. You can also check your analytics software to see how much traffic you’re getting from Twitter. I recently shared several tips in this article that might help: How to Find Your Customers on Social Networks.

And I’ll repeat what I said above: Even if you’re customers aren’t too active on Twitter, chances are pretty good that influential bloggers and journalists that write about your industry are there. They’re one of your audiences, too.

3.) How many followers is a good number to have?

Don’t worry about how many followers you have. I know that’s easier said than done, but there’s no direct benefit to your bottom line from having tons of followers. (Twitter doesn’t send out monthly checks based on your follower count.)

Rather than counting followers, count how many new customers your Twitter activity brings in (or all of your social media activity, for that matter). And remember that quality is better than quantity when it comes to all of your social media connections. Better to have a small group of loyal and active followers than a large group that ignores you on Twitter.

4.) How much should I tweet every day?

There’s no hard and fast rule on this. Tweet as much as you can while still being interesting. Don’t worry about counting your tweets on any given day. It’s okay to tweet a whole lot one day, and then much less the next day.

The most important thing I’d say is this: Don’t tweet just for the sake of it. If you’re tweeting because you feel you have to, it’ll probably be very noticeable to others. And keep in mind that the top reason people unfollow businesses is that they post too often.

5.) Is it okay to retweet praise from customers, or does that look like we’re bragging?

I’d be careful here. It’s probably okay as long as you do it in extreme moderation. Do it humbly. Be grateful. But keep in mind that your followers will find it incredibly boring if you retweet praise too often. It’s just not interesting content. I recently wrote an article that’s not specifically about retweeting praise from customers, but I think most of the ideas are the same: Almost Unanimous: Don’t Retweet It When Someone Mentions You in a #FF Tweet.

A better idea, though, is to just send a direct reply to those kind tweets. Thank the person directly, one-to-one, and s/he’ll probably be even more appreciative of your customer service savvy.

6.) Should I link to other sites in my tweets?

Sure. Why not? Your customers/followers know what the Internet is. They know you don’t own the only website on it. Don’t pretend you do. If you find interesting content on some other site that you think your audience will enjoy, share it with them. They’ll likely appreciate that you’re not only sharing links to your own website or blog. Keep in mind that sharing a variety of content on Twitter helps to make you more followable.

7.) Should I link to (or mention) the competition in my tweets?

I think there are circumstances where linking to a competitor is the right thing to do, and something that will make you look good. For example, if another Twitter user asks a question about a product or service that you don’t offer, why not be helpful and point the person to a competitor who has what s/he wants? That’s good customer service, and the person will think more highly of you because you made helping him/her your top priority, even if it means also helping your competition.

8.) Should I reply to all users who tweet something to/at me?

“All” might be pushing it; you should ignore spammy messages. But if the question above said “customers” instead of “users,” the answer would be “yes.” Acknowledge everyone who tweets you until you become so successful that it’s impossible to do so. (That will probably take a long time, if it happens at all.) Answer their questions. Offer assistance. Be available and reachable. Don’t underestimate the value of a social network reply to your customers and prospects.

THE END!

If you have a Twitter question that I didn’t answer, please leave a comment below or, if you’d feel more comfortable, use the contact form to send me an email. If there are enough questions, I’d be happy to do another post like this in the future.

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This is a post from Matt McGee’s blog, Small Business Search Marketing.

8 Common Twitter Questions from Small Business Owners

Small Business Search Marketing

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