Toyota is attempting to salvage its reputation with customers by using the social media site Digg to discuss the faulty accelerator crisis directly with customers.
This is a last throw of the dice for a company which has seen the news agenda intensify and a feeding frenzy of bad press take huge chunks out of their long standing reputation for consumer confidence.
Some may point out that opening up to social media could expose the company to even more horror stories and negative questioning but what it gives the company is the chance to be transparent - and that speaks volumes.
There's a reason why business leaders like Andy Bond of Asda are obessed with transparency. It says 'we have nothing to hide' and it allows organisations the opportunity to open a direct conversations with their publics.
Social media offers this opportunity in abudence and will allow Toyota to ensure their positive messages move up the google rankings - crucial when worried consumers turn to the internet with their worries.
Time will tell if Toyota can Digg its way out of the biggest crisis in its history but as a strategy 'going social' is the correct move.
