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Early in 2010, Toyota www.mercurynews.com');">announced a series of recalls for many of their most popular models. The
uproar as measured in media coverage initially impacted Toyota sales, and damaged their overall reputation as Toyota fell from being America’s top selling auto brand.
So what did Toyota do to manage this crisis? They took to the world of social media. Let's take a look at how to answer the question that so many people have been asking: did it work?
Above, we see the rise in social media activity from the end of 2009 to March 2010. The number of raw posts
has quadrupled, hitting a high point of nearly 120,000 posts in a single
day. March’s biggest related news: The
Run Away Prius.
Looking at sentiment in the charts above, to the left we see an analysis of how people felt about Toyota pre-media coverage of the "incident". To the right,
you can see the influx of negativity as it increases about 30%. And it
doesn’t seem to be calming down one little bit.
Above is an illustration of sentiment over time. As you can see, the red line (which depicts negativity) had yet to show a distinct decline, as of March,
meaning that people were still upset and Toyota needed to try harder at
resolving the widely publicized issues.
You might say... If only they could figure out where to start!
By looking at the classification of buzz in the chart above, it looks like Toyota should have started with Twitter as it was pulling in the biggest portion of the
traffic creating the negative buzz about Toyota. Toyota has a big following on Twitter whether they’re direct
followers or not. It was time for Toyota to accelerate and start reaching
out one to one, back in March... Yet, here it is, the end of July and Toyota is still nowhere to be found on Twitter...
The phrase "Going Toyota" has become such a derisive adjective in the minds of many Americans, that "Going Toyota" is being used to describe Apple's iPhone 4.0 problems related to antenna issues that the new model iPhone is having, which the iPhone 3GS did not experience.
Did you ever think that saying a company is "Going Toyota" would indicate a rapid decline in quality and engineering?!?!
Current Google search for "Going Toyota" SERP: