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Five Questions: Ford EVP Mark Fields Page 2

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Mark Fields

[pause] Thanks for coming, good to see you again. Now, I have go tweet.


Which, we can confirm, Fields did. Ford, in fact, has been aggressively using social media to promote word-of-mouth discussion. You can read his tweets from yesterday evening's event on Twitter at @Ford.

Perhaps their biggest social media effort so far involves their eagerly awaited 2011 Ford Fiesta subcompact hatchback. It will hit the market next year, 12 months after a lengthy "Fiesta Movement" promotion seeded 100 European-spec Fiesta to early adopters.

Picked to represent the Fiesta's target buyers, those "movement agents" avidly tweeted, Facebooked, and pretty much marketed the cars to anyone who would listen. While viewed skeptically by some, they were upfront about the good--and the bad--of their cars.

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