Honestly, I would prefer that instead of spending time and energy in social media to keep us connected that they get their house in order, get operations running, get debt and finance under control, and start running a functional company again.
Yes, social media and communications are important. But without a functional business, it's conversation on the decks of the Titanic - not a conversation I want to join in any sense.
shaun76
· 6 months ago
There's really no reason they can't do both. Ford is having tremendous success through social media, and dare I say sales are up as a result. If GM pulls this week off the way SM "should" allow them, they will build the public's trust like companies have never been able to do in the past. Don't be so quick to write off Social Media as a waste of time, money, or energy.
sethsimonds
· 6 months ago
Ford already did their restructuring (and people were angry about it at the time).
I'm with Chris Penn in that I'd find it much easier to trust in GM if I felt that they were making strides to avoid continued devastating losses. I'm okay with letting MSM handle the story side of this and crossing my fingers that the person with the ideas to make a go of this business will have the nerve to stand up and be heard in spite of all the pressure to roll with the status quo.
Tim Bergman
· 6 months ago
While I agree with the importance of keeping customers up-to-date via Social Media, I think there is a time and place for everything and this should not take priority over the clean-up work that is at hand. As you said, if this is not handled well we will all feel the affects. My wife and I grew up in Michigan and many of our family members are still there, but none of them like it because the economy is so terrible. Michigan is already in terrible condition and this isn't going to make anything easier for that state.
I think that updates are good, but it would be foolish for GM to focus their attention on marketing, and I'm sure that's not what you're suggesting. Undoubtedly, though, their marketing teams will be busy enough with damage control. It will be interesting if they can help pull some of the burden with SM.
Davezilla
· 6 months ago
Christopher, I'll slightly disagree with you. Agree that the business must be in order. Absolutely. However, if you're in a serious financial restructuring, but still need to move product, that means advertising, yes? Social Media can be a more cost-effective way of getting the word out to potential buyers and rallying existing owners than running dozens of :30 spots. Correct?
Christopher S. Penn
· 6 months ago
I think you're spot on in that they need to update their marketing and advertising to the 21st century, unquestionably. If they showed on their books that they canned 90% of the traditional media spend and invested it in a few staff running Internet marketing (including social media) then I'd say that's a prudent financial choice.
Amy B.
· 6 months ago
Intelligent, productive conversation is never a waste a time, no matter the forum.
These days. I'm finding myself more and more inclined to give my money and support to businesses that aren't afraid to say things akin to "We screwed up" or "The way we've been doing business is terrible" or "Stop the madness!" I don't think I'm alone.
So big corporations want to be treated like people? They need to start by realizing some of the most popular people, especially in the social media realm, aren't the ones who proclaim to be perfect or powerful or have an air of condescension and superiority. They're instead the ones who aren't afraid to be honest, even when it exposes their shortcomings. GM and other "too big to fail" companies should remember that when engaging through social media.
awilensky
· 6 months ago
Too big to fail, too stupid to succeed.
Carole Hicks
· 6 months ago
Boys. Pay attention here. Amy just said something incredibly profound. "These days I'm finding myself more...inclined to...support businesses that aren't afraid to say things akin to 'We screwed up' -- AMEN sister!
Chris Brogan
· 6 months ago
I agree with Carole about Amy's point. A big one. Definitely worth considering more.
awilensky
· 6 months ago
For the money we poured into this moribund company, we could have built a new industry from scratch around the new innovators like Tesla, Bright, and others. No amount of tweets and posts from any big three source would ever have credibility/
jonathansalembaskin
· 6 months ago
I agree with Chris Penn...if GM isn't doing incomprehensibly major things to its business, versus slashing costs and brutally dismantling it, there's really nothing to talk about. No amount of social media activity can take the place of real business actions and, so far, there haven't been many worth socializing about. Also, I question Ford's "success" with social media: are we saying that since they've been playing around with it, that it's the cause of sales going up? I'd love to see that case! :)
Fabulous Photo Gifts
· 6 months ago
Hi Chris
Following your post, I headed over to Twitter and started following Christopher Barger - nothing beats getting it from the horses mouth and here in the UK, we obviously have a vested interest in what's happening.
So I sent a little 'best wishes' tweet after I followed.
Interestingly and admirably, I got a follow back and a message of thanks almost straightaway.
Commendable so far.
Jonathan.
@sarahmerion
· 6 months ago
I appreciate you writing about GM, Chris. I'm from Michigan and it's terrible to see how bad the economy is. There were even talks of privatizing the University of Michigan. I'll be interested to see your commentary as their plans unfold.
Todd McCalla
· 6 months ago
I highly doubt any information of value will be leaked out through the Social Media Director for GM.
Interpretivist
· 6 months ago
Chris, I'm a big fan of your blog but I completely fail to understand your interest in GM simply out of their social networking initiatives. I think its a shame that a mis-managed and outdated car manufacturer such as GM is allowed to continue to operate while one of the most credible Canadian news organizations' - CBC is having to cutback on budgets and employees. Reading your blogs on GM makes me feel like people reading it would think of GM in a positive light when actually what we as a society are giving up to keep this company alive is significant.
Chris Brogan
· 6 months ago
I want them to succeed. I see GM as a huge chunk of the economy that's holding up several other chunks. I can't see how people are eager to let it collapse, knowing that for every 1 job lost at GM, another 10 jobs in the non-GM infrastructure fail. That means catastrophic unemployment.
You want to just juggle that? My guess is you're not thinking deeper about the macro-economic concerns. I'm not a math guy, but I am able to grasp the 1:10 thing really well.
My post said essentially this: if you REALLY want to see whether GM is doing social media, pay attention to how they face this big issue.
jlbraaten
· 6 months ago
A long time ago the boys from Car Talk on NPR suggested that the workers of GM are put to work on a national light rail infrastructure. Talk about a public works project!?
Yes, it's simplistic, but maybe thats'' the beauty.
Robert
· 6 months ago
I am a bug fan and long time reader of your blog chris i frequently pass it to my crew over at CostaRicaHQ., appreciate that you are writing about GM, I believe it will have a big social impact and its interesting reading everyones thoughts, keep up the good work, cheers.
courtney benson
· 6 months ago
Just hope that the old saying "as gm goes, the market goes" does not apply
Joe Mescher
· 6 months ago
Chris,
I was born in Detroit and lived in Michigan until graduating from Michigan State University...
GM needs to integrate the idea of "Social Media as a Small Town" into their very existence in order to survive and thrive.
By that I mean they need to engage customers in real, honest, straightforward conversation both in their large media campaigns, social media efforts, and day-to-day customer relations.
Anything less and, well, let's just say they get one bailout and leave it at that.
General, here's wishing you a brighter future. Now get to work and don't stop fighting for the CUSTOMER.
Cheers.
Chris Plamann
· 6 months ago
Very interesting post (and comments), Chris.
The point that I'd like to make in response to those that have downplayed the importance of social media in the GM restructuring is that whether we, as taxpayers, like the government's response to GM's situation, this administration is not going to let it fail - I mean really fail.
And so I think it is important to look to restructure more than just the capital structure. I know timbergman made the point that marketing shouldn't take precedence given the slew of other issues GM needs to deal with. Fair enough.
But I would also say that finances aside, one massive challenge GM faces is convincing consumers that they can make cars that those consumers actually want to buy. In other words, once their financial house is in order, what are they going to sell?
And here's where social media can play a crucial, and cost-effective, role.
No offense to Lucerne owners out there, but I'd like to see the focus group data that led to its development. This is just one example of the "what were they thinking" type cars that are largely responsible for GM's current sad state of affairs.
So what's the answer? I would argue that customer relationships can play a big role here. Why not continue the social media efforts and focus on understanding what the younger demos are looking for in a car while revamping the GM image in this important market segment? Social media is made for this type of interaction.
I'd let CNBC report the financial restructuring particulars while making an honest and consistent effort to engage consumers through social media.
I think Chris's point that we can see how committed companies are to social media during the tough times is absolutely valid. I'm interested to see how committed GM is to changing their ways once they come out of bankruptcy. In my view, excluding social media would not be a good sign.
Sharon Hearty
· 6 months ago
Effective, integrated & relevant communications is at the heart of every business for both the external and internal audience. In today's world there are so many tools to reach everyone you need to. GM will have to engage a plethora of comms tools to manage the messages out there and demonstrate that they have all the other operations stuff in line that makes a business work & if they can be honest, transparent and in the mood to connect with the audiences then SM will certainly be an integral part of the mix. Following how they manage their holistic comms will be interesting and worth the follow.
Pam Lukas
· 6 months ago
Interesting that you commented that you'd like to see how well GM does with the social media thing, and to see how well they may communicate through it to us. To me, living in Michigan, seeing firsthand the devestation (think your 1:10 ratio is a bit low-ball), these people, my friends, don't care if GM twits or tweets or is on facebook or Google or what ever; they have no jobs. They have no internet access, they have no wireless toys to listen to someone at GM profoundly say things like ... well, I can't remember the last time anyone at GM said anything profound. My friends are out scrabbling for their LIVES right now, mostly blue-collar ghosts lost in the horrific Michigan overloaded welfare machine... and in no way shape or form give 2 hoots about anything that GM says or does at this point. Wait - unless it was "Sorry, this was all just a big joke, you can all have your jobs back, and we will also pay our bills to our suppliers!!!" Reality check. Of course GM is going to put their best face forward to you when you arrive, they know they were going on display to the people who follow what you say. I am sure you were wooed just like any normal marketer would do; albeit in a slightly different, more accessable way. To me, being raised in a GM family, and also from just being born & raised in the Motor City, these companies all knew years ago they needed to change; but they chose not to. Their woo-ing abilities are among the best in the nation. Question: Why do you think Detroit does NOT have a viable mass transit system? Indocronated in us from children was the fact that we had to have our own car. Conversations on the deck of the Titanic, indeed. Ok, off soapbox. Thanks!
All Comments
Honestly, I would prefer that instead of spending time and energy in social media to keep us connected that they get their house in order, get operations running, get debt and finance under control, and start running a functional company again.
Yes, social media and communications are important. But without a functional business, it's conversation on the decks of the Titanic - not a conversation I want to join in any sense.
I'm with Chris Penn in that I'd find it much easier to trust in GM if I felt that they were making strides to avoid continued devastating losses. I'm okay with letting MSM handle the story side of this and crossing my fingers that the person with the ideas to make a go of this business will have the nerve to stand up and be heard in spite of all the pressure to roll with the status quo.
I think that updates are good, but it would be foolish for GM to focus their attention on marketing, and I'm sure that's not what you're suggesting. Undoubtedly, though, their marketing teams will be busy enough with damage control. It will be interesting if they can help pull some of the burden with SM.
These days. I'm finding myself more and more inclined to give my money and support to businesses that aren't afraid to say things akin to "We screwed up" or "The way we've been doing business is terrible" or "Stop the madness!" I don't think I'm alone.
So big corporations want to be treated like people? They need to start by realizing some of the most popular people, especially in the social media realm, aren't the ones who proclaim to be perfect or powerful or have an air of condescension and superiority. They're instead the ones who aren't afraid to be honest, even when it exposes their shortcomings. GM and other "too big to fail" companies should remember that when engaging through social media.
Following your post, I headed over to Twitter and started following Christopher Barger - nothing beats getting it from the horses mouth and here in the UK, we obviously have a vested interest in what's happening.
So I sent a little 'best wishes' tweet after I followed.
Interestingly and admirably, I got a follow back and a message of thanks almost straightaway.
Commendable so far.
Jonathan.
You want to just juggle that? My guess is you're not thinking deeper about the macro-economic concerns. I'm not a math guy, but I am able to grasp the 1:10 thing really well.
My post said essentially this: if you REALLY want to see whether GM is doing social media, pay attention to how they face this big issue.
Yes, it's simplistic, but maybe thats'' the beauty.
I was born in Detroit and lived in Michigan until graduating from Michigan State University...
GM needs to integrate the idea of "Social Media as a Small Town" into their very existence in order to survive and thrive.
By that I mean they need to engage customers in real, honest, straightforward conversation both in their large media campaigns, social media efforts, and day-to-day customer relations.
Anything less and, well, let's just say they get one bailout and leave it at that.
General, here's wishing you a brighter future. Now get to work and don't stop fighting for the CUSTOMER.
Cheers.
The point that I'd like to make in response to those that have downplayed the importance of social media in the GM restructuring is that whether we, as taxpayers, like the government's response to GM's situation, this administration is not going to let it fail - I mean really fail.
And so I think it is important to look to restructure more than just the capital structure. I know timbergman made the point that marketing shouldn't take precedence given the slew of other issues GM needs to deal with. Fair enough.
But I would also say that finances aside, one massive challenge GM faces is convincing consumers that they can make cars that those consumers actually want to buy. In other words, once their financial house is in order, what are they going to sell?
And here's where social media can play a crucial, and cost-effective, role.
No offense to Lucerne owners out there, but I'd like to see the focus group data that led to its development. This is just one example of the "what were they thinking" type cars that are largely responsible for GM's current sad state of affairs.
So what's the answer? I would argue that customer relationships can play a big role here. Why not continue the social media efforts and focus on understanding what the younger demos are looking for in a car while revamping the GM image in this important market segment? Social media is made for this type of interaction.
I'd let CNBC report the financial restructuring particulars while making an honest and consistent effort to engage consumers through social media.
I think Chris's point that we can see how committed companies are to social media during the tough times is absolutely valid. I'm interested to see how committed GM is to changing their ways once they come out of bankruptcy. In my view, excluding social media would not be a good sign.
Wait - unless it was "Sorry, this was all just a big joke, you can all have your jobs back, and we will also pay our bills to our suppliers!!!"
Reality check. Of course GM is going to put their best face forward to you when you arrive, they know they were going on display to the people who follow what you say. I am sure you were wooed just like any normal marketer would do; albeit in a slightly different, more accessable way. To me, being raised in a GM family, and also from just being born & raised in the Motor City, these companies all knew years ago they needed to change; but they chose not to. Their woo-ing abilities are among the best in the nation. Question: Why do you think Detroit does NOT have a viable mass transit system? Indocronated in us from children was the fact that we had to have our own car. Conversations on the deck of the Titanic, indeed. Ok, off soapbox. Thanks!
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