This car is pretty hot.

This car is pretty hot.

Yesterday, I posted my Q&A with Scott Monty from Ford and his responses to a pile of questions about how they are approaching social media. And I promised that I’d share with you my takeaways, so here they are. Will you share yours with us too, in the comments?

Strategy First.
The tools don’t matter a fig. They’ll change, ebb, flow, and go away. But you have to approach social media from a holistic viewpoint: how is this going to touch and affect what I’m doing across the board, and what do we want to accomplish? (Don’t forget that goal-setting is part of strategy).

Know where your customers are spending time (or if they’re online in the first place), listen before you speak. A strategic approach is the only way to ensure that you’re not chasing rainbows, but that you’re methodical about your social media involvement.

Individual faces matter.
Even a big company like Ford has embraced the idea that real faces and real people are much better at making personal connections than logos are. Scott is personable and approachable, and people associate that human element with the brand (and possibly the other way around). Social media is about personal connections, not mass distribution of marketing messages, and you have to embrace that or risk damaging trust.

Social media requires commitment.
Ford’s social media program touches several aspects of the business, which is key (it shouldn’t be completely siloed). And Scott emphasizes a key point. The tools may require a minimal investment of capital, but the human resources required to participate properly in social media are significant. This has to be something you intend to commit to for the long term, not as an afterthought or an impulsive “Get Me One of Those” add-on.

Keep your feet on the ground.
It’s very easy to get swept up in the idea that everyone and every business ought to be using the latest and greatest shiny new tools. But those aren’t always the best, or the most practical, especially considering that most customers are operating in the mainstream and have never heard of some of our more fringe tools like FriendFeed or BrightKite.  If a forum, blog, or Facebook group is a better and more familiar fit for your community, then that’s where you should be expending effort.

Measure based on your goals.
We’ve beat the measurement and ROI drum to death. But the short and sweet version is to set an objective, and then figure out what measurements will reflect success or failure. It’s not the same for everyone. And a blend of qualitative and quantitative measurements will give you the most comprehensive picture.

The entire point of measuring is to learn. Analyze how you’ve done against your goals, but don’t stop there. Figure out what’s next. Where to keep fishing, where to cut bait. And don’t discount the anecdotal evidence of what you’re doing. It matters, too.

So what did you learn from Scott and Ford? Anything new, or did it reinforce what you’ve already been thinking? Does Ford’s involvement in this space give you perspective about the future of social media in business? Please lend your perspective.

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