Scott Monty vs Ann Landers
April 1, 2009 by Heather
I recently overheard an interesting analogy that went something like this: Ann Landers couldn’t respond to all the letters she received personally, so how could someone like Scott Monty possible participate in ALL those networks himself?
Now, for those of you who follow Scott Monty (who heads up Ford’s social media) on any one of 20+ networks, the notion that he doesn’t personally engage on those social networks is hard to believe. But, the comparison got me thinking about the “tried and true” way of doing things and the new world we live in.
Old-school thinking was all about the newspaper. Place an ad. Get a clip. Write Ann Landers and hope that she responds in her syndicated column.
New school: Be everywhere. In Scott Monty’s case, he’s probably a member of some of those networks for personal enjoyment. But, the majority has to be professional. That’s because Ford customers are literally everywhere. So, it’s mission-critical for Scott to have a “long-tail” online presence. It’s safe to say he never knows when or where he’ll have the opportunity to connect with a current or future Ford owner.
So, how does that apply to us? We’re not all Scott Monty — leading the social media efforts for a humongous company with those kinds of resources to devote to social media. But, “new school” still wins. Even if you haven’t found enough time to actively engage in dozens of social networks, you absolutely need to monitor them. Whether you’re Ford … the regional accounting firm … or a local coffee shop — YOU MUST LISTEN.
We had the chance to participate in a Radian6 demo this week. It’s an impressive service, but the pricing model probably isn’t scalable for small companies. Don’t be deterred. There are a host of listening tools and services — many of which are free or very inexpensive. If you want to be more Scott Monty than Ann Landers, give a few of them a try. Seventy percent of the information people learn about your brand comes from social networks — and 45% of that knowledge is shared within users’ networks. At minimum, you need to be listening to what people are saying about you (or your brand) and respond when appropriate. And, if you see a community where you’re being mentioned a lot — find the time to participate. It’s worth it.
Photo Credit: Cote
Tags: Listening
April 1st, 2009 at 11:01 am
In a related piece of irony, my grandmother’s name is Anne Monty.
Of course, this is all untenable. I can’t possibly keep this pace up and have the wider effect that Ford is looking for. It’s a start, and one that signifies to the rest of our employee base that it’s okay to get out there and engage. Ultimately, there will be many of us out there representing the company – mostly in communities and online forums where they’re already respected members.
Scott Monty
Global Digital Communications
Ford Motor Company
April 1st, 2009 at 11:44 am
Scott,
I think what’s so great about you is that you’re a real person on these networks — not just a corporate mouthpiece. That’s why your followers trust and listen to you. And, you’re absolutely right. As more and more Ford employees see that this “social media thing” is relevant and can make a difference, they’ll be more comfortable jumping in. Hopefully, other companies can learn from the example you’re setting for all of us.
Thanks for stopping by to comment!
Heather (@prtini)
April 2nd, 2009 at 10:01 am
Hi Heather,
As someone who also spends a lot of time interacting on social networks, I’ll echo what Scott says and say that for the long term, it’s not sustainable for a single person. But the idea is that once a culture of outreach and engagement is established through leading by example, it becomes easier to find additional ambassadors for the company that can also participate. It’s about shifting the way we do business holistically, but sometimes that has to start with one person at a time.
Thanks for the Radian6 mention, too. We know we’re not a fit for everyone, but listening as a practice is absolutely within everyone’s reach, and I appreciate your continuing that important conversation.
Cheers,
Amber Naslund
Director of Community | Radian6
@AmberCadabra