Wednesday, February 11, 2009, 11:21 AM

Toyota blogs from "The Open Road"

We spend a lot of time exploring how and why companies should consider blogging as part of their communications strategies; the tricky part is figuring out how to do in a way that benefits both the company and the reader.

Here's an example of corporate blogging done right: Toyota recently used its blog "Open Road" to respond to what it considered inaccurate coverage in USA Today. In a January post titled "MPG Race is Good for Everyone," Toyota disputed the paper's contention that car companies were "squabbling" over which company's cars were more fuel efficient.

Toyota pushes back at the paper's coverage and lays out in easy-to-understand terms what it considers the bigger picture: the industry-wide migration away from petroleum-based energy. The response is firm, personable, and in language we can all understand -- all hallmarks of a good corporate blog.

Thanks to The Blog Council for flagging it.

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