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@Ford: Give Social Media Some Credit

Ford's finally profitable, and coincidentally, it owns the web

By Kevin Spak,  Newser Staff

Posted Nov 2, 2009 1:29 PM CST

(Newser) – You’ve heard all the standard reasons for Ford’s $1 billion third-quarter profit—cost-cutting, layoffs, cash for clunkers, and so forth. Lost in the hubbub is another crucial element: Ford’s social media prowess. The company's social media guru has been extremely successful at drumming up buzz for its upcoming products, particularly the Fiesta, writes Rachel Sklar of Mediaite.

"A good indication of successful penetration is me having actually heard of the Ford Fiesta," explains Sklar, who doesn't drive. Ford will spend a full 25% of its advertising budget online this year, compared to 9% for the rest of the industry. This summer the company boasted that it had logged 13.2 million interactions with the public over social media. "It would be glib to say that an uptick in positive social media interaction was responsible for Ford’s impressive profits," Sklar acknowledges, but it clearly helped.

A 2010 Ford Fusion sedan is reflected in the chrome grille of an 2010 Edge at a Ford dealership in Denver on Sunday, Nov. 1, 2009.
A 2010 Ford Fusion sedan is reflected in the chrome grille of an 2010 Edge at a Ford dealership in Denver on Sunday, Nov. 1, 2009.   (AP Photo/David Zalubowski)
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COMMENTS
Showing 2 of 2 comments
Jes
Nov 2, 2009 7:50 AM CST
Not out in BFE like I do, clearly.
Unaffiliated
Nov 2, 2009 7:39 AM CST
GASP! Rachel Sklar doesn't drive? How does she live?

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