Authenticity Is a Two-Way Street

Eric Melin and Mike Brown have a couple good posts on Scott Monty’s visit to SMCKC last week, which was really a pleasure to be a part of. He deftly mixed in social media truisms (“business strategy, not social strategy”) with original and inspiring campaign executions.

But a couple things struck me beyond the straight social components of the presentation.

First, Scott was the consummate brand representative for Ford and served as an unusual example of the critical relationship between social media and authenticity.

Usually, “authenticity” in social media means that a brand lets its hair down and interacts with people as people. It means cutting the corporate brand-speak and actually engaging. As Scott himself pointed out, people want to be spoken to like human beings.

Neither Average Joe nor hipster guru

Still, you never got the feeling that Scott Monty was the average guy, just keeping it real with the customers. Nor did you feel like he was some hipster creative marketing guru. You felt like he was Ford—a precise blend of heritage, comfort, forward thinking, and approachability. But also that he was genuinely, authentically Scott Monty.

Companies always want to hire good people, but in a social world, hiring the kind of people you want to be is more important than ever.

Another thing that stood out is how Ford uses conventional market research tools in addition to digital metrics to measure the effectiveness of social media campaigns and understand how they work.

Surveys may be out of vogue in a world of sentiment ratings and Klout, but Ford measures trust, quality perception and favorability ratings to understand how social media can have an impact beyond the sliver of its customers who follow @FocusDoug on Twitter or Like him on Facebook.

If social media truly is intended to support broader business strategy, it’s important to take a holistic view of insights and analytics, and it’s great to see Ford really taking that to heart.

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