How Toyota Helped Digg Itself Out of Trouble

In late January, Toyota watched the hundreds of stories about its recall situation flow through Digg and saw the passionate comments and conversations triggered by those stories. Toyota was already an advertiser on the user-voted news aggregator, but execs at the company concluded that ads weren’t going to be enough. In a fast-changing crisis, the carmaker needed a PR platform where it could listen and interact with consumers.