Highlighting the important impact of social marketing can have on a company, one automaker has turned to social media to help build its brand.

Highlighting the important impact of social marketing can have on a company, one automaker has turned to social media to help build its brand.

According to a recent Detroit News report, Ford Motor Co. is utilizing the popularity of such social media sites as Twitter and Facebook to keep consumers informed and to create a buzz for new vehicles hitting the market. And, according to the company's director of marketing communications Matt Van Dyke, the efforts, so far, have been successful.

Social media played a significant part in the launch of Ford's Fiesta, according to the news provider. Even before the company could roll out a mass media advertising scheme, it was able to turn to social media to create an early ground swell for the subcompact car. The marketing strategy, dubbed the Fiesta Movement, proved to cost considerably less than traditional marketing but managed to reach more people.

“In that case, we were able to generate proven awareness, favorable opinion and consideration that we are able to assign dollar values to,” Van Dyke said.

Social marketing campaigns do not have to be limited to Likes and retweets, however. As businesses like Ford have demonstrated, launching a creative approach to social media is often an effective way to capture customer interest. As Brafton recently reported, this approach can also be beneficial to reaching a wider audience and engaging them in meaningful dialogue.