Toyota might be telling Capitol Hill it wants to regain the public trust, but judging from Facebook, it may not have lost it.
According to Doug Frisbie, Toyota Motor Sales USA's national social media and marketing integration manager, the automaker has actually grown its Facebook fan base more than 10% since late January, around the time of the marketer's Jan. 21 recall announcement and its Jan. 26 stop-sale date.
In fact, Mr. Frisbie said the automaker has been somewhat surprised by the large number of customers who have leapt to Toyota's defense in "an authentic way."
That's a testament to the resilience of the brand, but also to Toyota's ability to quickly pick up one of the most important tools in a crisis-communications handbook: social media.
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