When I first saw the advertisement that Toyota had placed on Digg.com, I was skeptical. After all, Digg and most social news sites in general are not considered a “PR venue” to help in times of crisis.
The Toyota landing page rests on the Digg.com domain and highlights stories broken down into three categories:
- About the Recall
- Toyota Responds
- Featured Toyota Articles
Stories that are posted to Digg.com are classified under these categories and presented for people to refer to, Digg, or bury the stories. There are no instructions, no prompting, just a place to learn more. That part, I like.
The recent Digg Dialogue with Toyota US President Jim Lentz is also on the page, again a plus and a good move.
The only part I don’t like is not having a contact stream. It would have been nice for Digg users to leave comments directly for Toyota. While this may seem dangerous, it appeals to the open form of communication that Toyota has adopted over the last week. They have issues, and they’re willing to talk through them. Not a huge deal, as there are plenty of ways to contact Toyota, but that would have been a nice addition to the landing page.
Digging deeper, you’ll see an ad on the landing page that goes to Toyota.com itself, specifically to another landing page that has a way to get all of the information anyone would need regarding the recall. The look and feel of the page is nicely structured for Web 2.0 and demonstrates a change in the way the company engages with its customers. It’s a shame that it had to come at this time based upon a need rather than before when it could have been used for marketing, but better late than never.
I look forward to seeing what Toyota is going to do next. This is their darkest hour, and despite a few miscues in the beginning, they’re coming on strong with these recent additions to their PR machine.
* * *
Read more about social news on this blog.