How can you reach new audiences most effectively through social media and how is this different to the traditional days of PR?
“Certainly online video, infographics and other forms of digital storytelling are amazing tools. The same rules apply — entertaining, interesting and meaningful – but when you get it right the payoff can be huge. That dialogue and feedback you receive from social is very valuable.
Key for me is authentic storytelling rather than lists and click-bait. Look at the way the Star Wars film franchise is engaging with their fans ahead of the next movie. It’s really exciting and that’s what we are trying to do with something like the upcoming launch of the new Ford Mustang. We are starting to better utilize listening tools online to understand where and what conversation is happening and what content people are viewing and engaging with related to Ford. We are building relations with digital influential to help tell our story. Our approach is to bring them inside Ford and trust them to tell the story with their own unique point of view and authentic voice.”
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