P. 1
Factsheet - Ford's Rules of Engagement with Online Influencers

Factsheet - Ford's Rules of Engagement with Online Influencers

5.0

|Views: 5,916|Likes:
Published by Ford Motor Company
At Ford Motor Company, we've been holding ourselves to high standards in the online space for a long time - certainly prior to the FTC guidelines. These are the specific rules for online engagement which we require of any bloggers or other online influencers to whom we loan our vehicles.
At Ford Motor Company, we've been holding ourselves to high standards in the online space for a long time - certainly prior to the FTC guidelines. These are the specific rules for online engagement which we require of any bloggers or other online influencers to whom we loan our vehicles.

More info:

Categories:Types, Brochures
Published by: Ford Motor Company on Oct 21, 2009
Copyright:Attribution Non-commercial Share Alike

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

05/11/2014

pdf

text

original

Rules of Engagement with Online Influencers

At Ford Motor Company, our social media strategy involves connecting our consumers with our employees in the digital space whenever possible, and providing value to them in the process. As a result, we have specific rules for online engagement, which, amongst other variables, involves abiding by the Word of Mouth Marketing Association’s Code of Ethics. The rise of social media tools like blogs, Facebook and Twitter allow for great conversation and gives everyone’s voice an opportunity to be heard by

Social Media Outreach Guidelines
• Always request that our social media influencers be transparent and disclose their relationship, as well as anything they’ve received as a result of that relationship with Ford. • Insist on honesty of opinion. We want both positive and negative reviews of our vehicles. • Offer influencers engaging experiences that are worth talking about. We won’t be cutting and pasting press releases into e-mails in hopes someone will post them. • Always carefully target our outreach to ensure that we aren’t “spamming” anyone with unwanted messages. • Listen carefully to suggestions and concerns. • Compensate influencers for consulting or other duties they do for Ford. This compensation will solely be for their time as an advisor and will not include an expectation that they will write about the project — favorably or unfavorably. • Apologize quickly for any mistakes we make. No one is perfect and we are sure that we will make a misstep in our efforts to engage with the social web, but we will be sure to learn from our mistakes. • Share this policy with all influencers we work with.

their friends and followers-and by companies that make the products people interact with every day. Here at Ford, we are listening to this conversation to gain product insights from real people, address concerns and create the best vehicles we possibly can. We truly believe that everyone is an influencer and has a valuable experience to share about their vehicle. Because of this philosophy, we are actively engaging in the social web in order to join the conversation. We want real people, like you, to have an opportunity to drive our cars and learn more about Ford. If you want to tell your blog readers, Twitter followers and Facebook friends about your Ford experience, great! What you say is up to you. We want to be clear about our commitment to the best practice and most ethical way to engage in social media. At Ford, we want to give people who are active in social media the chance to drive our vehicles. Our experience tells us that that is the best way for anyone to see how Ford is different. While we may make vehicles available for test drives, we never instruct people on what to say. In social media, it must be your authentic opinion or it doesn’t count. We require anyone who we provide a vehicle or other experience to fully disclose that relationship. That openness is key to maintaining trust.
08/2010

For more information about the ethical guidelines that we follow, please see the Word of Mouth Marketing Association’s guidance on this issue at http://womma.org/ethics/code/.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->