Automakers thrive on social networking’s ‘Internet chatter’

Many people might lust after exotic and high-end automobiles, even when they buy used, but when the going gets practical, homegrown North American cars rank top-of-mind.

At least among those who engage in Internet social networking, suggests a new study by social media company Vitrue.

Vitrue, based in Atlanta and New York, N.Y., has released its ranking of the most "social" automotive brands: the ones that generate the most Internet buzz across the spectrum of social networking channels such as Twitter, Facebook, Flickr and others.

Online social media presents auto advertisers with a new and innovative way to connect with active vehicle shoppers, many of whom are becoming more in-tune with social networking, said Vitrue Chief Executive Officer Reggie Bradford.

Ford tops the list at No. 1, followed by Lincoln and General Motors Corp. Filling out the top-five positions were Honda in fourth and BMW, fifth.

In terms of buyers wanting to see automakers thrive in the marketplace, "brands like Ford are very much in the mainstream," Bradford said. "They are very much Americana."

Other domestic brands fared less well, however. Dodge stands seventh, while Chrysler's Jeep brand of off-road vehicles ranked 11th. Thirteenth was Cadillac, Chrysler placed 18th and Chevrolet brought up the rear in last-place, in 20th.

Ford is well-positioned to continue to grow its social presence "to reach, communicate and engage consumers to better understand their needs," said Bradford. "Social media provides the environment for consumers to drive innovation forward by letting their voices be heard. Brands that are firmly rooted in the social Web will succeed by being able to harness this tremendous power of insight and endorsement."

Bradford said Vitrue's social media index tracked and measured brands' "chatter" across photo and video sharing Internet sites, social networks such as Facebook and MySpace, microblogs such as Twitter, as well as the general "blogosphere" during the first quarter of 2009.

Ford's recognition among Internet users didn't happen by accident, said Scott Monty, who heads its global digital communications.

The company "maintains active conversations" on blogs, message boards and discussion forums, and integrates social media into other areas of the business such as customer service, product development and marketing, Monty said.

Monty notes that while social media grows in importance, it will not replace traditional forms of marketing.

"This is meant more to be a complement to it. There will always be a need for a variety of marketing tactics, especially for a large company like Ford, but this way will undoubtedly be given due consideration based on the success of the program."

The notion of co-creating vehicle features with customers is vital to how Ford will make the fuel-efficient, quality cars that people want and value.

"Expect to see more of this kind of thing in the future."

The most successful and innovative automotive brands going forward "will embrace social media as a foundational communication vehicle to connect with their consumers," says Vitrue's Bradford.

"Consumers will play the most important role in development of this next generation of the automotive industry," he added. "Car companies must look to social media as a more influential, effective and efficient way to start a dialogue with their consumers."

Vitrue designed its social media index last fall to help companies understand where they stand among their peers, as well as to gauge how effectively they use social media.

Tapping in has becoming increasingly important to the auto industry. Facebook, for example, reaches an audience of 200 million users and has an average time-on-site of 169 minutes per month, Bradford noted.

What's more, ComScore data indicates that more than half of Facebook users and 44 percent of MySpace users in the United States are older than 35, a prime ad target age group for automakers.

A major shift has occurred in the way buyers interact with brands, Bradford said.

Joe Knycha is a veteran automobile journalist and a feature writer with Wheelbase Communications. Drop him a note online at www.wheelbase.ws/mailbag.html. Wheelbase is a worldwide supplier of automobile news, reviews and features.