Social Networking Gives 2011 Ford Fiesta a Big Push

DEARBORN, Michigan — In an intriguing litmus test of the benefit of using social networking to sell cars, Ford says YouTube, Twitter and Flickr have given the 2011 Ford Fiesta a big push in the market, months before the car is slated to go on sale. Ford said Tuesday that the North American-based Fiesta will debut in December at the 2009 Los Angeles Auto Show.

The automaker said Fiesta "can claim more than 50,000 potential customers, and 97 percent of them would be new to Ford." The automaker has shunned traditional marketing and advertising to sell the Fiesta, instead relying on social media.

Of course, Ford is not the only automaker sold on this new approach. The roll call of manufacturers using Facebook to promote vehicles grows every day. BMW has used Facebook to launch the X1, Honda has used Facebook to launch the Accord Crosstour and Insight, and GM has used Facebook to launch the Chevrolet Volt. GM has been using Twitter for such products as the GMC Terrain, while the Acura ZDX is also regularly updated on Twitter.

Ford's statement about the Fiesta is noteworthy because it quantifies the benefit of using social media. It said social media sites with Fiesta-generated content have generated more than 4.3 million YouTube views, 540,000 Flickr views and 3 million Twitter impressions.

"Fiesta awareness is running at the same level of a nameplate that has been on the market for two to three years," Ford said in a statement.

Ford has deployed 100 "socially vibrant agents" who have been driving Euro-spec Fiestas around the U.S. and conveying their experiences through social media.

Inside Line says: Social networking may be the only way to sell a car in the not-too-distant future. — Anita Lienert, Correspondent