Company: Ford Motor Company
Contact: Scott Monty, head of social media at Ford
Location: Dearborn, MI
Annual revenue: $139,300,000,000
Number of employees: 224000
When US Airways flight 1549 landed in the Hudson River, Twitter users broke the news, 15 minutes ahead of mainstream media, according to UK's Telegraph.
The same channel and its immediacy also helped Ford Motor Company's head of social media quell a different kind of disaster—of the PR variety—in December 2008.
After a fan site received a formal letter from Ford demanding that the site's URL be relinquished, the owner posted news of the event on the site's user forum, launching a firestorm of criticism against Ford.
Scott Monty, who heads Ford's social media efforts and was the first to be informed of the fiasco, played a crucial role in resolving the situation, using Twitter as his main communication platform to help quell incendiary criticism within 24 hours.
On the evening of December 9, 2008, the owner of The Ranger Station, an independent Ford fan site, posted a comment to the site's user forum announcing that he had received a cease-and-desist notification from Ford Motor Company that demanded he both surrender the site's URL and pay a $5,000 fine.
Kimberly Smith is a staff writer for MarketingProfs. Reach her via firstname.lastname@example.org.