Once bitten, twice shy.
To owners of 8.1 million Toyota vehicles worldwide, this idiom has become increasingly relevant. A massive recall due to a sticking accelerator problem has made a substantial number of loyal Toyota customers reevaluate the reliability of their Toyota cars as well as the maker of them.
Toyota has, gradually, implemented crisis communication programs (here’s a timeline regarding Toyota’s responses to the incident). Social media wise, Toyota has, again gradually, addressed issues on Youtube, Facebook fan page and Twitter. But with this post, I’d like to direct your attention to an official Toyota blog that is fast asleep during a whole winter of crises.
Our Point of View is a blog written by Toyota associates that aims to “explore current issues in the automotive industry”. A frequent author is Irv Miller, Toyota’s VP of Environmental and Public Affairs. The first post was written in January 2008, and the last in December 2009. As the tag cloud indicates, the blog makes the most effort to inform/educate/promote “hybrid”, “Prius”, and “Venza”. It’s interesting that though tags of “recall” and “recalls” are listed in the tag cloud, they don’t link to any related posts.
Also as said, the blog stopped being updated since December 2009 when the floor mat problem started to hugely affect the carmaker’s reputation and revenues. Information related to the most recent recalls is not available on the blog; nor is a hyperlink to Toyota’s official recall website. The last post has generated 205 comments, but none of them were responded. Speculations, anger, and disappointment were everywhere yet unheeded-
“You asked for it..You got it Toyota”
“The problem is not the pedal but the electronics. Toyota needs to come clean and tell us the real problem. And then fix it.”
“Be a company of integrity, if there is a problem admit there is a problem, and fix the problem. be a company of integrity, honesty, open communication and be responsible and do your part, so step up to the plate.”
……
I feel that since Toyota has decided to open a blog in the first place to directly communicate with its stakeholders, it needs to carry on the communication, and make efforts to turn the hatred into discussions- before the place becomes a recycle bin of hatred and negativity.
I’d like to hear your opinions on Toyota’s hibernating blog. Do you think they have stopped updating the blog for a reason? Or do you think the carmaker needs to wake up the blog, and manage the crisis through frequent and genuine communication with the blog readers?
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An excellent and very relevant example Jean! : )
ReplyDeleteIt's high time Toyota wake up and re-activate its dormant blog. Establishing a communications channel with its customers is a priority. And making sure that there is honestly, transparency and a two-way dialogue is just as important. I think a corporate blog is one of the best avenues to admit one's mistake, make amends and repair relations with customers. : )
Jean, nice post. Neha and you seem to be on a drive this week :)
ReplyDeleteTo me, Toyota is completely missing the importance of timely strategic communication. The company seems to be dealing with a lack of clear crisis strategies. Perhaps they are hoping that their actions of voluntary recalling will speak for its integrity but stakeholders need to know more than that. Setting up a blog and not responding to comments is absolutely unacceptable. I am really surprised at the callous approach Toyota is exhibiting.
Jean, Good point!
ReplyDeleteFrom my point of view, their corporate blog lacks a clear audience target. That's also the case for several other big companies. Cisco did a good job using different blogs to address to different audience. Maybe that's why customers left the official blog in its hibernation. Also, responsiveness is also crucial to keep a blog (no matter it's a corporate one or an individual one)running.
I happened to write about Toyota's apology video and its crisis PR strategies in one of my blogs. Check it out when you have a chance. Thanks!
Neha: Thanks. I totally agree that a corporate blog is an appropriate avenue to admit mistakes, apologize and ingratiate stakeholders due to the personal immediacy it has established. I'll keep revisiting the blog and see if they'll eventually do something there.
ReplyDeleteParomita: I am surprised, too. The fact that Toyota stopped responding the blog comments makes people feel that it is just too guilty to respond...
ReplyDeleteJing: Thanks a lot. I agree responsiveness is crucial to a blog. You mentioned that Cisco has different blogs- I'm wondering if they've done something to integrate them, and keep a consistent message in all the blogs?
ReplyDelete