GM’s social media audit reveals what its customers really want

Starting with an audit of what it’s doing right and what it’s missing in social media, the automotive company’s efforts have pulled departments together.

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Which department is supposed to run social media? Public relations? Customer service? Marketing? Communications?

At General Motors, it’s all those departments. It also includes four different automotive brands—Chevrolet, Buick, GMC, and Cadillac—and the OnStar service. And yet, somehow it all works.

“Really what we’re trying to do is enable consumers to get the information they want and to ask questions,” says Mary Henige, director of social media and communications for the automaker. In advance of Henige’s presentation at Ragan Communications’ Social Media for PR and Corporate Communications Conference in Las Vegas, she shared how research and teamwork help GM make those connections.

Gathering data

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