Have You Got a Boss or a Leader?

Yesterday I had the pleasure of collaborating with Alan Mulally, CEO of Ford Motor Company (my employer) on Twitter. He was so excited about the opportunity to connect directly with the public again (you may recall his first exchange on Twitter).

The thing that I was looking forward to the most was just seeing Alan in action. With our CEO, what you see is what you get - he's the real deal. He takes the time to listen to people and he responds thoughtfully and genuinely. He gets social media, whether or not he knows what blogs, Twitter, Facebook or Plurk are - he knows that it takes an investment of time and truly caring about customers to make it work. And to me, that's the critical difference between success and failure as a communicator.

I don't know how many Fortune 500 executives are like that, but I think it's a strategic asset at Ford to have an executive who can not only lead with laser-like focus and strategy, but who can inspire through simply being a decent human being. To me, it's the difference between being a boss and being a leader. And Alan exudes that. See what I mean in this short video of Alan:



Here's the transcript of what was said on the @Ford account for the 30 minutes that Alan was on. We answered 37 questions and we have about 40 more that Alan will respond to shortly. The hashtag we used for the day was #FordCEO and all of the tweets from Alan were signed ^Alan. As he states in one of the responses, Alan loves customers. I don't think anyone can doubt that.

 

irasocol: #FordCEO when will Sync work with all Blackberries?

ford: @irasocol SYNC works with most bluetooth devices. Scott says to check www.syncmyride.com for more info ^Alan #FordCEO

  

irasocol: #FordCEO, why not give the Ka to US Mercury dealers, and create buzz. Same car as the FIAT 500 which is supposed to 'save' Chrysler.

ford: @irasocol Re the Ka: we're trying to understand the U.S. market needs for it right now. It's a REALLY neat car! ^Alan #FordCEO

 

 BradConley: @Ford What part will the Lincoln brand play in the resurgence of FMC?

ford: @BradConley Lincoln is a key luxury brand for us, we have a completely new family of Lincolns now. ^Alan #FordCEO

 

 drivingsales: @Ford if GM & Chrysler get big UAW concessions through BK protection, how will that affect Ford's agreements? #FordCEO

ford: @drivingsales We continue to work with all of our stakeholders on our plan and we will not be distadvantaged. ^Alan #FordCEO

 

 j_navarra: @Ford are there plans to replace the NA Focus line with the Euro Focus line, or the Fiesta replacing the NA Focus's place in the lineup?

ford: @j_navarra Yes. Over time, the products will come together around the world on our wonderful platforms. ^Alan #FordCEO

 

 DRients: @Ford Alan, I would like to know what you think the strongest car/truck is in Ford's fleet? And Why? Thanks! #FordCEO

 ford: @DRients Stong cars: the Ka, Fiesta, Focus, Fusion, Mustang and Taurus. ^Alan #FordCEO

ford: @DRients Strong utilities: Escape, Edge. Flex, Explorer & Expedition. ^Alan #FordCEO

ford: @DRients  Strongest trucks/vans: Ranger, F-series, E-series and the NEW Transits ^Alan #FordCEO

ford: @DRients Oh yeah, one more: strongest new way cool van: Transit Connect Family One ^Alan #FordCEO http://bit.ly/IGXd

 

 lombertop: @Ford what made u think so far ahead re. the obtaining of funds in case of an economic downturn?

ford: @lombertop We are so excited about our products, transformation - we wanted to ensure we had sufficient $ to complete it http://bit.ly/IGXd

 

 lombertop: @Ford What do u think of the Fiesta Movement campaign so far?

ford: @lombertop "Moving" along really well. SO exciting & useful to gather customer input/feedback ^Alan #FordCEO

ford: @lombertop The Movement is the future for creating vehicles we all really want. ^Alan #FordCEO

 

 radiomantodd: @Ford What role does a grassroots motorsports racer, such as a#SpecFocus team, have in building up a brand such as Ford? #FordCEO

ford: @radiomantodd "Race on Sunday, sell on Monday." Go Ford, go!! ^Alan#FordCEO

 

 AtaruSVTF: @Ford If the Fiesta Movement is a success after it ends, is this the type of marketing you would consider doing again in the future?

ford: @AtaruSVTF RE Fiesta Movement - YES. More than marketing, we're creating our new products we all want together. ^Alan #FordCEO

 

 azulejost: @Ford #FordCEO With the IIHS crash tests released yesterday, how confident are you that the Fiesta will outperform the Fit, Yaris, etc.?

ford: @azulejost That IS the plan. ^Alan #FordCEO

 

 paul_db_weber: @Ford Is Econetic coming to US?

ford: @paul_dB_weber We're going to deliver the best fuel mileage forever. That's the plan. ^Alan #FordCEO

 

 leeanthro: @Ford We are Ford family looking to replace Taurus wagon. We buy 1-2yo vehicles to save. What wld we gain buying NEW this summer? #FordCEO

ford: @Leeanthro Great design, better fuel efficiency and safety improvements...and great value ^Alan #FordCEO

 

 povertyjetset: @Ford happy about Fiesta's fuel efficiency. More small cars from Ford in the works? #fiestamovement

ford: @povertyjetset Yes. Ford will provide a complete family of small, medium & large cars, utilities & trucks going forward. ^Alan #FordCEO

 

 DaveBenjamin: @ford: #fordceo- Do you anticipate suppliers will survive much longer without substantial government financing? How does this effect Ford?

ford: @DaveBenjamin Yes. They'll continue to consolidate & align with successful companies. Like Ford. :-) ^Alan #FordCEO

 

 byronpope: @ford Would a GM/Chrysler bankruptcy negatively impact Ford?

ford: @byronpope We are so pleased that customers are preferring Ford.(Hi, Bryon!) ^Alan #FordCEO

 

DonStugots: @Ford when can we expect a hybrid "edge" model? if not, then why? #FordCEO

ford: @DonStugots We're reviewing it now. ^Alan #FordCEO

 

 azulejost: @Ford #FordCEO Mr. Mulally, congratulations on attaining 10% of Europe's market share last month! You're doing a great job.

ford: @azulejost Thank you! The customer decides, and we're SO pleased. ^Alan#FordCEO

 

 Turbochacha: @Ford #FordCEO Is there any thought to bringing back iconic namplates like Thurderbird or Bronco since Taurus has been well received?

ford: @Turbochacha We continue to consider this, but our focus is consistency of purpose/continuous improvement with what we have. ^Alan #FordCEO

 

@Mooncricket: @Ford Alan where do you see Ford full size trucks in the next 5 years. Gas, hybrid, electric, power, same size or smaller?

ford: @Mooncricket Yes. ^Alan #FordCEO

 

 DRients: @Ford..Alan, what are some of your talent acquisition and retention strategies in these tough times?

ford: @DRients Compelling vision for Ford, wonderful creative work, talented people working TOGETHER, making fabulous products ^Alan #FordCEO

 

 ursch1311: @Ford Alan, you are doing an amazing job...can u give me hope for an ecoboost Fusion, and maybe how long I'll have to wait?

ford: @ursch1311 Yes. Soon. Such a neat drive with the additional torque at lower rpms. Yahoo!! ^Alan #FordCEO

 

 joelandmandy: @Ford #FordCEO -- looking at the new Transit for our business. Could a 6' person stand up in the back?

ford: @joelandmandy Not quite. Scott showed me your video, btw - you rock! ^Alan #FordCEO

 

 WirelessLife: @ford MS SYNC project is great. When does Ford plan on taking the next step in making the vehicle a connectivity hub? Media via mobile INET?

ford: @WirelessLife More capability in connectivity each year. Seamless connection, information will be ubiquitous as we drive Ford ^Alan #FordCEO

 

 phenom1984: @Ford What are you driving these days?

ford: @phenom1984 I drive a different vehicle each day, including the competition. Last night = Ford Fusion hybrid 41 mpg ^Alan #FordCEO

 

 mpgomatic: @Ford Any chance I could borrow a Fiesta ECOnetic to set a new 48-state fuel economy record for Guinness? #FordCEO

ford: @mpgomatic Need your help changing the regulations to make the dynamite new diesel to be more affordable ^Alan #FordCEO

 mpgomatic: @Ford Sure thing, Alan! I can start by setting high MPG numbers on roundtrips to DC. :) 4/30 too early to start? #FordCEO

ford: @mpgomatic Go for it! Call me along the way. ^Alan #FordCEO

 

 JamieGeek: @Ford any plans for a Hybrid truck (F150/F250/F350)?

ford: @JamieGeek EcoBoost is the next dramatic step in capability & fuel efficiency in our trucks. ^Alan #FordCEO

 

 brittanitaylor: @Ford My family are Ford drivers, but to others who are not familiar with your brand,what would you like them to know about your company? 

ford: @brittanitaylor Ford cares and has *great* choices. Please drive one, and feel the difference. ^Alan #FordCEO

 

 raywert: @ford Alan, Ford Fiesta. Which comes stateside first, sedan or hatch?also, will mustang get ecoboost?

ford: @raywert We'll be announcing that soon (Fiesta). Can't get enough models around the world. ^Alan #FordCEO

 

 BrentSnavely: @Ford Is Ford Advantage working? #FordCEO

ford: @BrentSnavely Yes! ^Alan #FordCEO

 

 mlaspina: @ford #fordceo Thx for the oppty Alan. Do you expect to merge any current brands?

ford: @mlaspina No. We are laser-focused on our complete Ford family of vehicles. ^Alan #FordCEO

 

 DaveMora: @Ford still has the "Fix Or Repair Daily" reputation. i 4 1 dont believe it but is Ford conscius about it and working on it on the PR front?

ford: @DaveMora Yes we are - the data says every new Ford vehicle is best in class worldwide. We have a great story to tell. ^Alan #FordCEO

 

 mcritz : Why is @Ford producing the 2010 Fusion+Hybrid in Mexico?

ford: @mcritz We produce our vehicles all around the world. The vast majority of U.S. vehicles are made in the U.S. ^Alan #FordCEO

 

 poptent: @Ford love that you guys are using Twitter for marketing + community - have you fallen in love with social media yet? #FordCEO

ford: @poptent We love customers, and can't get enough of 'em. ^Alan #FordCEO

 

 Jeb_Hoge: @Ford Can enthusiasts expect SHO or RS versions of Focus, Fiesta, or Fusion?

ford: @Jeb_Hoge Yes. Over time. ^Alan #FordCEO

 

 BRGT350: @ford Alan, I wanted to thank you for everything you have done for Ford. You are one of my hero's of American buisness.

ford: @BRGT350 Thank you. It is an *honor* to serve an American and global icon. ^Alan #FordCEO

Expect to see more of this kind of interaction from Alan and other executives at Ford. We believe that social media is an ongoing way of doing business rather than a marketing effort or ploy - it's not about one-way messaging or advertising. To us, social media is not a campaign, it's a commitment. And we're committed to listening.