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Abstract

Purpose The aim of this paper is to establish an understanding of what components of the stewardship model (reciprocity, responsibility, reporting and relationship nurturing) were present on Toyota's corporate Facebook page through communicative patterns and themes in the wake of the 2010‐2011 vehicle recall crisis: and what comments/posts by the social media team – who act as “admins” of the social networking site to communicate with stakeholders and fans – indicate components of the stewardship model. Design/methodology/approach Using Kelly's stewardship model as the theoretical framework, the study incorporated qualitative methods – specifically, a textual analysis to review the recall‐related conversation on the Toyota corporate Facebook page from January 2010 until the end of the first quarter in March 2010. The Facebook page was reviewed two to three times per day to monitor the discussion. In conducting the actual analysis, Toyota's Facebook page “Wall” was reviewed for words and phrases that referenced one or more components associated with the presence of the stewardship model. Findings As the crisis situation unfolded and the media coverage of the recalls intensified, the results of the textual analysis indicated a significant integration of the steps consistent with the stewardship model. After receiving compelling criticism from Facebook followers of the company for not engaging enough, Toyota's social media team formulated an enhanced social media engagement effort which focused on stressing the importance of genuine, two‐way, online engagement in a consumer‐driven environment. By doing so, this greatly contributed to Toyota's ability to quickly rebound from the crisis as well as emerge with their company's brand reputation intact. Originality/value Overall, this research is significant because of its practicality and contribution to previous research in stewardship and social media. Furthermore, companies can learn from the example set by Toyota in that, while profits are important, building and nurturing long‐term relationships in a socially‐responsible manner can result in reinforced positive attitudes and behaviors, which are far more important to the company's bottom line. Finally, through the utilization of the stewardship model in an online engagement strategy during times of crises, incorporating a two‐way communication approach can yield positive results for the company's brand reputation.

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