By Quentin Langley
How can an organisation in crisis demonstrate its commitment to openness and transparency? Toyota, bedevilled by recalls in late 2009 and early 2010, opted to engage via Digg Dialogg.
Digg Dialogg is a remarkable venture in crowd sourced journalism. The Digg community votes questions up or down and the most popular questions are then put to the interviewee. This is way Digg works. It is a social news website, in which members of the community vote stories up or down (digg or bury) and the most popular stories then appear on the front page. Digg Dialogg extends this process to making, and not just sharing, news.
Jim Lentz, Toyota’s COO for North America, was interviewed on Digg Dialogg on 08 February 2010. This was the height of the media coverage about the recalls, and the venture was so successful, both for Digg and Toyota, that Toyota’s VP for quality returned on 22 June for a follow up interview.
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