Ford is working to integrate social media into every department to ensure that it becomes part of the company's DNA, says Ford social-media chief Scott Monty. The company's successes in social-media marketing come from taking an integrated approach that incorporates earned, paid and owned media within a single campaign, he says. "Social media is front and center. ... It's baked in from the beginning. It's not an afterthought, where you get the rubber stamp, 'what are we doing for social media?' kind of thing," he says.

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