Scott Monty Ford

Social Media Marketing

ISM 050: Small Biz Social Media Strategies for Today’s Changing Landscape with Ford’s Scott Monty

Scott Monty Ford

In this episode of the Inside Social Media podcast, I welcome back Ford’s Global Head of Social Media, Scott Monty.

And today we’re celebrating episode #50!  Cue the french horns!

Someone recently asked me what my goal was when I first launched this podcast.

I told him my goal was just to even see if this format can work; can I get the biggest brands and social media influencers to come on the show every week to talk about what they’re doing well in social media with the angle of how small business?

So, that’s why this is such a big milestone here for the podcast — we’ve had some of the most successful brands here on the show including the likes of Ford, McDonald’s, Coca-Cola, Walmart, CNN, Whole Foods, Ben & Jerry’s, MTV, Red Bull and influencers like Gary Vaynerchuk, Ted Rubin, Neil Patel and others.

And we’ve been able to have this conversation week and week out.

So, I want to start by saying thank you.  Thank you for listening every week and supporting the show. 

I do this podcast for you and it’s when I get the tweets or emails or Facebook messages about how much you appreciate this show…that’s what makes it all worthwhile.

And to celebrate today?  I’ve invited Ford’s Global Head of Social Media, Scott Monty BACK to the show.

Scott’s my first returning guest as he was my very first guest in episode #1.  The episode with Scott is also the most downloaded of all the episodes.

So when I was thinking about ways to celebrate #50, I thought what better way than to bring back Scott and talk about how social media for small businesses has changed since we last spoke a year ago and also discuss what’s going on now in social and how you can benefit from it.

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Specifically, In this Episode You’ll Learn…

  • How you can take advantage of the current trends in social media that most affect small businesses.
  • Scott’s thoughts on all the changes with Facebook’s reach for businesses, or lack thereof, and how you should now be looking at Facebook’s place in your business’ marketing.
  • We talk about the “Fingers on a 4×4” promotion that ran with Jimmy Fallon and the tonight show.  There are some great lessons here for small businesses.  You’ll hear that you don’t need to be a brand like Ford in order to do something like this.
  • I also get Scott’s thoughts on the backlash around the well-intentioned but poorly executed New York City Police Dept’s Twitter initiative and what we can learn from that.
  • And a whole lot more with Scott!

Episode Resources

Scott’s web site:

Scott on Twitter:

Ford’s Social Web Site:

Ford’s Automotive Web Site:

Ford on Facebook:

Ford on Twitter:

Scott’s first appearance on Inside Social Media:

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Insider Show Notes: Small Business Social Media Strategies with Scott Monty


  • The value in building relationships with your customers and staying connected to pop culture.
  • Why the fundamentals of social media engagement are just as important to today’s success as they have been in the past.
  • Why the smart place to invest your budget is in all aspects of content from creation to dissemination, no matter what social media platform you’re utilizing.
  • How small businesses can make use of the collaborative economy to provide better value and a better overall customer experience for their clients.

On Trends Happening in Social Media In The Next 1-2 years…

  • Content is absolutely key — quality OVER quantity. At Ford, they created behind-the-scenes videos for their Ford Mustang anniversary celebration, but not every week.
  • As a small business, it is vital to use more data to drive your decision-making and content creation process. This is more important than it ever has been according to Scott.
  • To find that data, take a quick readout of links to your web site, your videos and all the assets on your social channels. Look at what are people engaging with and what are they not.  Then use that data to drive your content creation and sharing.
  • As you master using that data, find ways to provide personalized and or customized customer experiences for your audience based on that data and their past interactions with you. More and more people are looking for that kind of interaction with brands.

On Jimmy Fallon of The Tonight Show’s Fingers on a 4×4 Contest And How Small Businesses Can Model Similar Strategies… 

  • It’s extremely important to build relationships with your followers, they can be your eyes and ears in the world and hear or see what you might miss. Ford discovered this when someone Tweeted them saying Jimmy Fallon of The Tonight Show was looking for a truck; Scott wasn’t watching that episode of The Tonight Show and would’ve missed the opportunity otherwise.
  • Ford took advantage of the opportunity and connected quickly; another valuable lesson for small business owners. They sent Jimmy 3rd party content to prove to Jimmy why he should buy a Ford 2015. You can do the same thing: provide an unbias third party endorsement of your service or products.
  • The biggest lesson small businesses can take away from this: always be listening and be cognizant of the pop culture world. When you see an opportunity that is relevant to your business, act on it.

On Facebook’s Changes to Organic Reach and How Small Businesses Can Work With The New “Pay to Play” Changes…  

  • It’s simple: you’re going to have to pay something to have your content seen more widely on Facebook. Be sure you are promoting with the best possible content.
  • Be sure you have good content and an appropriate cadence to your content. Don’t overdo it; there is only so much bandwidth on Facebook so people’s newsfeeds are showing more and more ads.
  • Spend your budget wisely on Facebook. Rather than spending it all on ineffectual ads and acquiring fans, put your money behind your good content.

On The 3 Things To Do To Leverage Social Media on a Small Business Budget…

  1. One of the first things a business can do is to open a twitter account or plug in search terms. Search keywords that are important to your business, the issues you believe your business addresses and that you think people will use to find you or your competition. This is like creating your own focus group, and listening in through a one-way mirror. create a few listening posts to give you a sense of what the opportunity is before you.
  2. Second, if there is a market for you and your business based on the research you’ve done, next you can look into any associated research. This will help you understand what platforms will work best to find your target audience. You want to know where your people are spending their time socially, so you can connect with them there.
  3. Third, you must answer the question: What can you do as a business owner to mitigate the lack of control you have in certain arenas like Facebook? You have to build your content, craft your story in such a way that you bring people to your web site, the space you own. You have to concentrate on your hub (your store back home) first, then build your social media spokes out from there.