Toyota uses positive spin on Twitter

There have been times when twitter can bring a product down, but according to an article in the Los Angeles Times, Toyota is using twitter to positively promote products after their period of bad publicity from safety recalls.

By this image below of their website Toyota Conversations they may need to work out which icon goes with which social media function. Let’s hope they match car components correctly.

Article: The Los Angeles times: Toyota, looking for positive spin, turns to Twitter

If ever there were a company in need of positive spin it’s Toyota.

With the relentless grind of safety recalls and suffering sales, the Japanese automaker has tapped Twitter to help repair its image. Toyota launched a branded channel on TweetMeme with help from Federated Media.

Called Toyota Conversations, the channel features news stories, videos and other information tweeted. It also shares tweets from Toyota’s Twitter account and its own AdTweets. Recent additions include “5 Reasons to Buy a Toyota” and “Toyota rolls out 0% financing incentive plan.”

Tweetmeme channels can be programmed to pick up only select news sources. So, in contrast to the sober tone of stories in the Los Angeles Times and elsewhere, the mood is positive and light.

As TechCrunch points out, the Twitter sentiment application Tweetfeel suggests that the Twitter universe trends more negative.

Brands have been turning to Twitter to participate in conversation with consumers and to influence how they are viewed. Now Twitter has become a valuable tool for crisis communications folks. Think Kevin Smith and Southwest Airlines.

“In the social sphere, it’s often best to be proactive during a crisis, to let the market know you’re listening, and centralize the discussion around your brand, giving the brand more opportunity to guide the conversation,” Web strategist Jeremiah Owyang said. “Yet don’t be fooled, on the social sphere the illusion of power is quickly dispelled, as everyone can have a say.”

– Jessica Guynn