By B.L. Ochman
By now you know that GM pulled its advertising from Facebook. saying advertising on Facebook “doesn’t work”.
The real issue is that GM doesn’t get Facebook or social media, and they never did. (You remember the Chevy Tahoe contest, don’tcha?
The GM Facebook page is a sterling example of a company that wants to broadcast instead of listen, ignore instead of engage.
Looking for conversation with the brand? Response to complaints or concerns? You won’t find them here. But don’t just take my word for it. Here are some choice examples of GM’s recent Facebook posts:
“We’re excited to announce the return of a V-8 powered, rear-wheel-drive performance sedan to our robust U.S. lineup, the Chevrolet SS!” (Well, of course you are. Maybe you should ask us if we’re excited.)
“GM is full of history and classic cars that we all know and love” (Uh huh. That’s so exciting.)
“Check out this picture of our Chairman and CEO, Dan Akerson” (Don’t know about you, but I go to Facebook hoping to see the Chairman of GM’s picture.)
“Check out our latest Faces of GM video to find how John uses what he does at the race track to make the cars he works on even better.” (Wake me when it’s over.)
“Ever wonder what happens with leftover scrap metal from our vehicles?” (Umm, no, can’t say that I have)
“Happy Administrative Professionals Day to the women and men who keep our offices and dealerships running all across the globe! Thanks for all you do each and every day.” (I’m sure they felt very rewarded by this post.)
“We’re thrilled to announce that Chevrolet sold 1.18 million vehicles worldwide in the first 3 months of 2012,” (Of course you’re thrilled. But we don’t really give a damn.)
“Hey GM Fans! Let’s have a little fun before the weekend begins… What’s your favorite current GM vehicle and why?” (Whose idea of fun is this? And the reason we have to have this fun is that GM is not online during the weekend, even though the Internet is, and always has been, 24/7, 365 days a year. Yes, even weekends. Hint: you want to make some trouble for GM? Post on Facebook and Twitter during the weekend. They won’t see it til Monday.)
“It may be Friday the 13th, but we think of it as just another day for you to drive your GM vehicle.” (We live to drive our GM vehicle.)
“One in four Buick Veranos sold have worn the most colorful hue offered, Crystal Red Tintcoat.” (If that’s not thrilling, tell me what is.)
So, Dear GM, you need to clean your social media house before you try to knock down Mark Zuckerberg’s.
Related posts about GM:
– GM launches a canned commercial contest
– Chevy Tahoe Ads Prove That Message Control is Just an Illusion
– Won’t it be funny when Chevy Tahoe sends Cease & Desist letters to bloggers
– Chevy Tahoe ads that Chevy tried to take down
brutally brilliant, as always, BL.
thanks, I think :>)
Motor dealers live in some strange world where they think it’s OK to shout at their customers. Don’t have a conversation with your customer under any circumstances – they might suggest an improvement!
The sad thing is that the messages that you quoted don’t even work as one-way broadcasting, much less interactive social media.
Two of my favorite broadcasters are Jim Koch (Boston Beer Company/Samuel Adams) and “Colonel” Harlan Sanders. I have no idea if the Samuel Adams brand engages in social media, and Colonel Sanders passed away before modern online social media emerged. But both Koch and Sanders are/were effective broadcasters because of their insane passion for their products.
The GM messages could work if Dan Akerson, rather than sharing his picture, passionately told us why HE was so excited about scrap metal, and how this affects him personally. Or perhaps he could tell us what HIS favorite GM vehicle is, and show us videos of him driving his favorite vehicle over the course of a weekend. (Hmm…Chrysler’s Lee Iacocca? Or even Chrysler’s Eminem?)
I’ll grant that this is not interactive, but before you can get to an interactive state, you have to have something that you really want to say. If you show that you care about your own product, then maybe I’ll have a reason to care.