Manufacturers,Social Media,Reviews

Drop and SplashWe have been blogging for almost 3 years, we blog on automotive issues that are of interest to us, and to our readers/followers.

We constantly strive to make our blog compelling, and relevant. We express our opinions, make our points, and invite opinions. At times we go where others fear to thread, and are proud of the "automotive thought leadership" that we have earned. We fervently believe that empowered individuals should be their own editors, and make their own informed decisions. We have been urging individuals to dialogue, and empower themselves from the early days of our blog.

We became active on Twitter in September 2008, although we had been aware of Twitter for quite some time. It seems that we joined Twitter a few months prior to the “Twitter explosion”, we are also on Facebook and flickr.

A few months ago we embarked on an initiative to do vehicle reviews, this was motivated primarily from our experience on Twitter. We sensed an opportunity, and demand for online reviews in the “blogosphere”, everyone calls it Social Media. Bringing the vehicle experience to the prospect / customers while engaging in a dialogue.

Do we need "review vehicles" for our transportation? NO we have enough of our own. Do we need to experience exclusive/luxury vehicles? NO we have those too. Do we need to experience vehicles with massive horsepower? NO we have been there too. Do we need to experience muscle cars? NO have one of those too. Is it work to do a proper review? YES the manufacturer is the WINNER not the reviewer.

Fair to ask why go to the trouble of doing reviews, and photo galleries? It’s a unique opportunity to explore social media possibilities, and potential of “bringing the vehicle experience to the prospect/customer while engaging in a dialogue”. Especially that social media is "disrupting" the traditional channels.

One manufacturer succinctly called us the “Strada Crew” you could also call the "crew" the editorial staff.

This project to review vehicles had an humble start, literally “cold calling” manufacturers, making a simple inquiry if they would make vehicles available for reviews, and supplying supporting material to give the manufacturer a concise idea of who we are, our editorial direction. 

We are upfront, transparent, just the facts....automotive passion is always present.

A simple request for a simple yes or no answer.

This is where it gets interesting.

Some manufacturers are developing their Social Media strategy (its not print/ traditional media), are receptive to explore, and embark on product review directions that are innovative, and use different channels. With these manufacturers we exchange "thoughts" on social media.

Some manufacturers never responded to our e-mail inquiry, go figure. In 2009 you expect a dealer to respond to an e-mail inquiry in 60 minutes. There are manufacturer that do not respond at all.

Some manufacturers say thanks this does not work for us, it does not meet our guidelines. Fair answer who are we to tell anyone what to do, or how to do it.

Other manufacturers get “creative” with their responses, perhaps in an effort to “embellish” their position for whatever reason.

Here’s the thing….

The Canadian automotive blogosphere is small, in the GTA it seems that everyone knows everyone else….sadly some manufacturers are oblivious to this reality, or the fact that information flow is instantaneous.

In an environment of instant communication, and extreme transparency, if a manufacturer embellishes the truth in a fashion that is not forthright, or stretches the bounds of rational understanding. It immediately puts the manufacturer in an embarrassing situation. Perhaps they don’t care! Although they probably spend substantial sums to uphold their brand, and image.

Social Media is inexorably becoming a "touch point hub” for prospects/customers, for the product, for the manufacturer, it will not go away any time soon. We understand that manufacturers are increasingly challenged to see the forest from the trees, and perhaps at times its not easy to see either the forest or the trees.

What is not understandable is the “no response” to an e-mail, or the embellishing, and lack of forthrightness in the responses.

Surprisingly manufacturers that do not respond to e-mails, or get overly creative are the ones that could use all the help they can get in "creating customers"….go figure…perhaps they are in another business….just saying!