Reaching out to the blogosphere can pay dividends

Ford has shipped out a few of its new Lincoln MKS sedans to bloggers, along with a brand new Flip video camera. And the preliminary results are in. Today on her lifestyle and self improvement site DishyMix, Susan Bratton posted Lincoln MKS’s “First Video Review,” and if her daughter’s reaction is any hint, it is a hit.

It’s unclear how far this effort will spread around the blogosphere, but it is a smart effort on Ford’s part. They’re obviously hoping the reviews will be positive, but by sending out Flip cameras with the vehicles, Ford has attached its brand (that it hopes to position as a technological marvel) to a fun little gadget that has great brand recognition and usability. Obviously the automanufacturer is hoping its car will inspire similar reactions.

Should brands ignore social media criticism?

Social media has given brands a new medium in which consumers can be engaged. Most agree: there’s something really important about this, even if we disagree on just what that is.

At the same time, social media has given consumers a powerful new tool for interacting with brands. It’s now possible to provide feedback, issue praise and voice complaints in a manner that can have a real impact very quickly.