The adventures of an analog engineer and digital storyteller who studies emerging networks and their impact on the great game of business.


On December 9, 2008 at 6:10 p.m (EDT), Jim Oakes, administrator for a fan site called The Ranger Station posted to the group’s message boards saying that TRS is being attacked by the Ford Motor Company. Within two minutes the first response came in. Over the course of the day, 916 more posts flooded that thread, with all sorts of angry responses to the big bad Ford Motor Company who was obviously picking on a loyal 10-year old fan site. 22 hours and 26 minutes later, Jim Oakes posted Our (my) Agreement With Ford (remedy) to announce the resolution.

Frequently when an event like this happens, we acknowledge how well it was handled, perhaps write a blog post or record a podcast about it, and then collectively move on to the next example. This case contains too many of the subtleties of New Media to do that – subtleties that are frequently overlooked by executives who want to bring similar capabilities into their organizations. Therefore, I’ve spent the past week diving into the details to create a case study about it called:

The Ranger Station Fire: How Ford Motor Company Used Social Media to Extinguish a PR Fire in Less Than 24 Hours.

If you like it, please pass it onto a corporate executive near you!


Filed under: Case Studies

Tags: ,