Tag Archives: GM recall

Crisis Management, Social Media, , , , , ,
Crisis management

CEO Mary Barra has not been able to stop GM’s crisis. But her 2.0 crisis communications skills are an asset to GM. They can be judged by the transparency and skill with which she handled the recall catastrophe on the Internet.

Barra’s communications strategy incorporates multiple digital media platforms. She has used these channels to respond to the crisis with a strong and genuine message. In addition to harnessing social media like Facebook and Twitter to connect directly with customers, she has also addressed the recalls in a series of videos, a USA TODAY editorial, and even her commencement speech at the University of Michigan earlier this month. CEOs can learn much from studying her playbook.

If this topic interests you, please see my full analysis on Forbes.com: Crisis Communication 2.0: Mary Barra Strong in Adversity.

 
 
Crisis Management, Social Media, , , , , , , , , , ,
General Motors’ Wins Praise with Social Media Strategy

General Motors is using social media to manage customer complaints and its reputation — and using it well.  How they are applying social media management is a good case study for other companies in crisis.  (The Detroit auto manufacturer has recalled 1.6 million cars and faces roiling legal issues after top management hid defects that caused deaths for 10 years or longer.)

Key examples from a New York Times article by Vindu Goel include:

–    GM’s Facebook page.  In addition to hosting GM-produced content, it is also an open forum where customers can post comments and complaints. GM staffers are engaging them in real time with assistance and responses.

–   @GM on Twitter. Frustrated customers who have spent an hour or more on the phone with GM customer service representatives have turned to Twitter to seek help – and found it in minutes.

“G.M. has a team of about 20 people based in Detroit that manages its social media presence — including monitoring about 100 independent auto forums — and responds to inquiries and complaints seven days a week,” reports Goel.

In addition to managing the crisis using traditional methods – including letters to car owners – GM created a video with CEO Mary Barra to keep customers and employees abreast of how the company is managing the situation.

As more companies use social media to better manage customer relations, they can learn from GM’s example.