As Honda and Toyota Drive Social Media Efforts, Who Gets the Higher Mark?


The list of challenges facing the global auto industry never seems to end, from debt burdens to quality problems, and environmental regulations to natural disasters. Now, Forbes reporter Panos Mourdoukoutas sees trouble ahead for two of the industry’s best-selling models—the Toyota Camry and the Honda Civic. He suggests that the automakers’ corporate and product brand issues “make it difficult for the two companies to generate the necessary word-of-mouth and buzz to keep the two models on the best-selling list of consumers.” It’s clear that both companies have made aggressive pushes via social media channels to introduce their 2012 models. However, the success of Toyota’s and Honda’s 2012 campaigns will depend on how well they meet the expectations of Social Informants, a group of Internet users who influence a company’s online target audiences.

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