How GM fine-tuned its approach to social media

The world’s largest automaker has streamlined how it responds to mentions on Facebook, Twitter, and blogs, and it has expanded its outreach at events such as SXSW.

Speaking to a crowd of attendees at Ragan Communications’ Social Media for PR and Corporate Communications Conference in Las Vegas, Rebecca Harris said there’s no silver bullet for making connections in social media.

“It’s not one thing for everybody,” said Harris, GM social media strategist. “It’s one person at a time.”

Over the past few years, GM has made it easier for employees to make those connections, not only on social media websites, but at one of the biggest social media events of the year, SXSW.

Building lanes

In a GM survey, 11 percent of people said they consider social media is a source of information about automakers. That’s not a huge number compared with other sources, such as word of mouth, TV ads, search engines, or dealerships. What is a big number is the portion of that 11 percent that said social media really impacts their opinions—39 percent.

“This is a place we should be paying attention to,” Harris said.

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