There's been a lot of talk lately about the Big Three auto makers. Mostly not complimentary. Especially when their CEOs are flying in private jets to ask for bailout money. But did we really expect them to drive the cars they make?

One of the Big Three, Ford, is featured in a post by Amber of Altitude Branding entitled 'Case Study: Ford’s Approach to Social Media.'

Scott Monty, the head of social media at Ford says, "Strategy first ... tools immaterial ... Second ... understand the rules of engagement before you take part ... And finally, know that many customers simply want to be heard." Sounds great!

Regarding companies contemplating an investment in social media, he adds, "Start by listening. Understand what’s being said about you (and your competition) before you decide to do anything. Decide if it’s right for you. If your customers or target audience aren’t participating, then maybe you don’t need to."

Here's a case of one such competitor not heeding Scott's advice ...

Adam at A Media Circus relates to his Mercedes experience when referring to '7 Ways to Get Me to NOT Join Your Social Network.' Mercedes apparently has a seven-step process to join their branded social networking.

Is branded social networking a good idea? Should it be a part of the company's social media strategy? As for Ford, doesn't the whole idea of positive brand association go out the window when negative news is splattered all over the pages of the traditional media?