Automaker seeks to enhance its online image.
RALEIGH, N.C. – The Chrysler Group has hired a new company to manage its social media presence. Headquartered in Raleigh, N.C., with an office near Detroit, Ignite Social Media has been tabbed to raise awareness for Chrysler as well as help the company avoid another “f-bomb” tweet disaster (see Chrysler Reacts Quickly to F-Bomb Tweet).
Ignite Social Media is headed by Jim Tobin a Duke grad who authored “Social Media is a Cocktail Party.” Tobin’s company works with large brands and counts Bing, NatureMade and Microsoft Windows amongst its leading clients. The Chrysler Group appears to be a natural complement to the company’s PR portfolio and, if you’re looking for work, Ignite says that it will hire as many as 40 people to staff its offices in Detroit and in Raleigh.
Ignite offers a service that many companies are looking for today. And that service includes providing a credible and informative web presence to gauge and shape consumer perceptions. Like its competing automotive manufacturers, Chrysler has learned that the Internet is where people go to find their news. Both Twitter tweets and Facebook postings are playing a critical role in helping define brands.
Chrysler’s presence online is dwarfed by the Ford Motor Company and General Motors, both of which have extensive social media departments and are actively engaged with bloggers, web writers and forum participants to advance each company’s respective brands. Each company has large in-house marketing departments, but each one has hired highly engaged public relations firms offering assistance. This publication works with both approaches, enabling “Auto Trends Magazine” to keep pace with what is going on in the industry.
In a statement announcing its relationship with Ignite Social Media Olivier Francois, President and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC said, “Social media continues to play an integral role in our marketing and advertising efforts as it connects each brand directly to their consumer and enables us to develop a relationship with them. Carried out in the right manner social media can engage the consumer to the point where they want to not only participate in the conversation but to lead it and encourage others to do the same.”
The Chrysler contract will enable Ignite to advocate on behalf of the Dodge, Jeep, Ram, Chrysler and Fiat brands. Ignite will liaise with the Chrysler Group’s marketing team in matters of strategic planning, development and production as related to these brands.