Toyota Saves Face Through Social Media

We're all well aware of the problems currently facing Toyota. There have been rumors and speculations as to what might happen to this once 'invincible' organization. As a company, Toyota is facing plenty of future concerns. However, how they're choosing to address those concerns might surprise you.

I went to Digg.com the other day and when I arrived at the homepage, I was greeted with a blurb that read "Ask Toyota Your Questions." I thought it sounded interesting, so I kept reading. What Toyota did was allow Digg users to sign on to Digg and ask virtually any question they had in mind about the current situation or otherwise. Then, these questions were all put to a vote.

During a live-stream this evening, Toyota President Jim Lentz answered users' most-voted-for questions on their web show Digg Dialogg. The interview questions included everything from how the company is dealing with the crisis to how Toyota might change in the future. You have to hand it to Lentz for being able to speak highly of his organization during this iffy time for the car company. And to top it off, the idea of using Digg to reach his customers was just plain sensible.

"I think what's most important right now is that the fix is in place and that our dealers are engaged, taking great care of our customers," said Lentz, "I think that's how you start to build that trust back. It's the experience that they receive when they come into the dealership to get this done."

By allowing users to vote for one question or another, Lentz and the rest of Toyota now see what their customers truly value. They also understand that their customers know as much or more about these cars. While answering Digg users' questions, Lentz was able to get a glimpse into what a Toyota owner is feeling at this time. Lentz and his organization may be skating on thin ice, but at least they are trying to gain solid ground through social media.