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

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)

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