Many of us have been wondering in the past few weeks about the future of the Big Three. While the arguments go in many different directions and the consensus on the potential bailout is yet to be met, it is fascinating to see how the automakers are reacting under the pressure of the highly critical mainstream media environment.

Beyond what you might think of the Big Three in terms of mileage, innovation, gas prices, recession, jobs and taxpayer money, in contrast with many, they seem to have gotten the power of social media a while ago. “The auto makers in general have gotten a black eye in the media, and we didn’t feel like we were getting a fair shake,” said Scott Monty, global digital and multimedia communications manager at Ford.

As a result, “Ford Motor, General Motors and Chrysler have launched campaigns on several Web sites, including Google and its YouTube video site, various blogs, Facebook and the social-messaging site Twitter, trying to make their case for a bailout as quickly and widely as possible,” the Wall Street Journal reported

It pays to be good at something, and it seems to pay twice as much being good at social media these days. Even if it’s not your core expertise, you simply get some extra mileage for the mere fact that you trying to have a conversation, while TV and newspapers once again have to slap themselves on the forehead for delivering — no matter how righteous it is — an agenda-driven by singular viewpoint.

See for your self if you think any of this can be effective for your potential crisis communication efforts: