Surely you’ve heard about Toyota’s troubles of late. As the L.A. Times technology blog tells us , “If ever there were a company in need of positive spin it’s Toyota. With the relentless grind of safety recalls and suffering sales, the Japanese automaker has tapped Twitter to help repair its image.”
With the help of Federated Media, they’ve launched a channel called Toyota Conversations, on TweetMeme. The channel features news stories, videos and also shares tweets from Toyota’s Twitter account and its own AdTweets.
As TechCrunch points out, the Twitter sentiment application Tweetfeel suggests that the Twitter universe trends more negative, as does the press. But TweetMeme can be programmed to share news from only certain sources, so it’s chosen the positive ones.
Now more than ever, brands are flocking to Twitter to not only monitor and track what’s being said about their company on Twitter but to participate in the conversation and influence it ASAP with internet speed. Now Twitter has become a valuable tool for crisis communications folks.
A good example of how Twitter and other forms of new-media mass communication are shaping public relations is when film director Kevin Smith Tweeted that Southwest Airlines asked him to leave the plane for being too overweight to fly. As a man with more than 1.5 million Twitter followers, the story was eventually picked up by celebrity gossip show TMZ. Though Southwest posted an apology, the PR nightmare may not be over yet.
Web strategist Jeremiah Owyang said, “In the social sphere, it’s often best to be proactive during a crisis, to let the market know you’re listening, and centralize the discussion around your brand, giving the brand more opportunity to guide the conversation.”