The Ford Motor Company is one of America’s iconic brand names recognized worldwide: one of the so-called ‘Big Three’ US automakers – the other two being General Motors and Chrysler – all presently embroiled in US government actions to support the industry with a proposed $14 billion bailout, without which General Motors and Chrysler say they risk ruin with Ford saying it may need funds in the future.

While this economic and political backdrop sets the scene for mainstream media headlines and reporting, Ford continues to communicate and engage with its stakeholders and other interested parties, employing the full spectrum of tools and channels as appropriate.

It’s the area of social media and communication that is the prime focus of this FIR Interview with Scott Monty, Head of Social Media at Ford’s worldwide headquarters in Dearborn, USA.

In this conversation with FIR’s Neville Hobson and Shel Holtz, Scott talks through the events surrounding a Ford fan site and alleged counterfeit Ford parts, how criticisms of Ford’s legal moves blew up across auto-enthusiast and other websites and blogs in a 24-hour period, and the key role Twitter played in enabling Scott to rapidly defuse and help to successfully address those criticisms.

Scott also talks about The Ford Story, and offers five critical tips for any communicator embarking on deploying social media in the enterprise.

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About our Conversation Partner

Scott Monty is currently the head of social media for Ford Motor Company, where he holds the title Global Digital & Multimedia Communications Manager.

While his role is based in the Corporate Communications area, he is a strategic advisor on all social media activities across the company. From blogger relations to marketing support to customer service to internal communications and more, social media touches many facets of Ford business, and Scott is there to ensure it is consistent across all of them.

Previously he was Consigliere for crayon, LLC, serving as the primary point of contact for clients, representing their interests. But his role elevated his connection with the client beyond a typical account service role, counseling clients with a firm understanding of their industry, a breadth of knowledge of the landscape of new marketing, coupled with a personal approach to deepen the relationship.

Scott joined crayon after three years with PJA Advertising + Marketing, a BtoB shop that specializes in the high tech and health sciences industries, where he helped clients with integrated brand campaigns and led an e-newsletter practice for a major client. Previously involved in the managed care and biotech/pharma/medical device consulting space, he has served in a variety of sales, marketing and communications roles.

In addition to his marketing background, Scott is an active blogger and podcaster. He writes about issues relevant to the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog, a literary undertaking. Scott has been featured in the Wall Street Journal, has guest-hosted the podcast Marketing Over Coffee, has been interviewed on numerous marketing podcasts, and is a recognized thought leader in the marketing industry.

Scott received his Master’s in Medical Science from Boston University’s School of Medicine concurrently with his MBA from BU’s Graduate School of Management. He lives in the suburbs of south-eastern Michigan with his wife and two young sons, golfs all too infrequently, and has a hidden talent for voice over work.

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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Podsafe music – On A Podcast Instrumental Mix (MP3, 5Mb) by Cruisebox.

(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)