In April this year, the US auto giant, Ford, launched a novel marketing campaign. It gave 100 web-savvy drivers, across the US, it’s new Fiesta subcompact, free to be test-driven for six months. It also decided to foot their fuel expenses. All that the drivers had to do was share their adventures and views online! Did that get your attention? Then you can imagine how much potential all those videos and tweets, from the drivers, have to pull... 

There have been many debates about whether or not companies should start blogging and tweeting. And each time, we say that the advantages of using social media far outweigh the disadvantages. Of course, if you are selling a truly flawed product or service, fancy posts and tweets can’t help you cover up. But if not, then social media can just about be the magic wand your marketing team wanted. Making it personal. Everybody wants to hear a story....