Toyota’s massive recall and bad press has caused them a world of hurt. Logically, you would think Toyota would lose fans thanks to faulty equipment, but instead of losing fans Toyota actually increased their Facebook fan count by more than 10%!
When the massive recall was first getting out into the public eye Toyota had a group of Facebook fans close to 72,000 strong. At the time of writing this Toyota’s fan base consists of nearly 82,000 Facebook fans.
This spike in support has turned the page into a springboard fans have been using as place to defend Toyota and receive updates from the company. Even now people are posting links to websites, videos, and petitions built just to show their love for Toyota (take http://www.isupporttoyota.com as an example).
Toyota has been taking advantage of this outpouring of support by keeping fans updated with information, videos, and appreciation for support through their Facebook, Twitter, and YouTube campaigns. Toyota has wisely used online social media as a way to manage their reputation through this crisis, and proven that the Internet does work the same way traditional media does. While the press runs a muck like a mad dog with Toyota’s reputation, feasting gluttonously upon the negative headlines, social media allows Toyota to actually carry on a conversation with their consumer base.
The biggest fear companies have when entering into online social marketing is bad press, but Toyota proves that just might be the BEST time to start. Social media allows companies to engage their target market directly, not through the filter of traditional “gotcha” media.
