Social Media Platform: Facebook
Popularity: 5,497,021 likes/ 200,002 talking about this
Ford Mustang focuses its social media energy on engaging the
user and focusing on participation. By doing so, it has fostered a community
among both Mustang owners and admirers of the car, which in my opinion marks
their great success in the social media-marketing world. Ford Mustang publishes
about 1-2 posts each day, and they are very creative in their use of contests
and games. In the spirit of Halloween they released an application where you
could customize your own Mustang and “Monsterize it”. This ploy alone has
garnered much user-generated content and a few people each hour have been
submitting their own design to the Ford Mustang Page. Fans of the page also
regularly upload pictures of them and their Ford Mustang from all over the
world. Ford even has attractive premiums – they put on a Ford Mustang 5.0 Fever
Sweepstakes in which one grand prize winner actually won a 2013 Ford
Mustang.
Another way
in which Ford Mustang encourages participation is through their events. The Facebook
profile has an events page noting a variety of performance tours and racing
challenges all over the country. There is a general forums page, which allows
for fans to talk directly to each other, however it is seldom used. They even
have a top fans page where they rank fans on a point system where they receive
points for liking Ford Mustang on Facebook, contributing through posts,
comments and likes, and based on the quality of their participation. For example,
their current ranked #1 fan has 35 posts on Ford’s Facebook page and 468
comments. It is unclear what the incentive is to be a top fan, but I would
imagine there are some neat prizes involved.
They don’t offer a direct Customer Service “portal” on their Facebook
page, but their page description does include a phone number and website for
people with customer service questions or concerns. I think their content flow
is what makes them so successful and relevant. They post daily and are varied
in their material, which could be a cool video, picture, question, or
combination. Each of their posts receive an upwards of tens of thousands of
likes and hundreds of comments. In all, Ford Mustang fans seem very
enthusiastic and pleased with their relationship to the company on Facebook.
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