by Karl Greenberg, MediaPost News
Scott Monty, global digital and multimedia communications manager at Ford, opened his presentation at Advertising Week’s OMMA social-media conference with an understatement: companies are trusted far less today than in the past.
He cited the Edelman Trust Barometer’s data that 77% of Americans trust corporations less this year than last. So what is social media’s role in fixing that? Monty, who has overseen Ford’s program to become the top automaker in the space –a task the company completed in six months — says marketers might want to think of the social media as a cocktail party. “Don’t not walk into social networks and start blasting away, handing out your business card and then leaving.”