General Motors Goes Social with a Financial Crisis, study case help

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Chapter 9 . Social Media and Traditional Media Relations 202 3. Think of some crises that have hit U.S. corporations recently. Which of these social media strategies that Berger used with GM could be particu- larly useful in those scenarios? How would you use Facebook? Twitter? YouTube? Blogs? Source: Amy Jacques, "From Filing Chapter 11 to Opening a New Chapter," PR Strategist, 16, No. 2, (Spring 2010), pp. 6-10. Summary Media relations and publicity work are essential ingredients of public relations practice. The relationship between journalists and public relations practitioners is a difficult one. If practitioners understand the media's roles, however, positive can be developed that are beneficial to all. continued new uses of the Internet, global communication demands, and proliferating The whole framework for media relations work has changed based on social media, communication channels. The traditional mass media continue to offer an relationships For self-testing and additional chapter resources, go to the Online Learning Center at www.mhhe.com/lattimore4e. method for commu economical mwith large and dispersed stakeholders , while the specialized rrowly defined audience Partl - The Publics Case Study General Motors Goes Social with a Financial Crisis Laurie Volkmann, PhD Dominican University eneral Motors used social media to help handle its bankruptcy financial sultants advising GM, Christopher Berger convinced the CEO to use Twitter and Facebook to let shareholders know of the chapter 11 filing. Berger, direc- tor of global social media at GM, said that getting CEO Fritz Henderson on board with the idea was crucial. GM followed a 20/80 policy on its social media posts--20 percent was GM material posted to Facebook or Twitter or other places and 80 percent was responding to questions. "Even if they were venting and saying, 'We hate you,' we tried to respond," Berger said. "During a crisis , you want to use social media as a tool to respond and make sure that consum ers realize you are listening and you care. GM employed such social media tactics as posting blogs and live webcasts, playing a video interview on Facebook with Fritz Henderson, and putting the CEO on Twitter for an open conversation. "You cannot overcommunicate dur- ing a crisis," Berger said. "Go on every platform, every possible place somebody might be listening to you. The audience expects you to be there." During the first week of the crisis, GM engaged in direct conversations via Twitter, Facebook, and through various blogs with about 800 individual people. Berger noted that those 800 conversations were translated into communication with thousands more because followers to those sites would see the conversa- tions. "Again, it's not 'Here's GM's message; here's what they want us to know.' It is real people interacting," Berger added. "That was a particular benefit for us." In one particularly effective strategy, GM even sought to engage its critics. GM invited a popular blogger and frequent GM critic, David Meerman Scott, to headquarters and gave him access to the CEO and anyone else he wanted to talk to. Within a week of the visit, Scott had posted four blogs about GM to his blog, Web Ink Now. Scott's post were still critical of GM's advertising strat- egy (something he had been critical of the motor company for previously), but were positive about the corporation overall. "You don't engage everybody," Berger noted, adding that critics not interested in a genuine conversation are you want to engage that person." not worth the time. "If somebody is giving good thought to their criticism, then To have an effective and credible social media presence during a crisis, it is important to establish a social media strategy before the crisis hits, Berger maintains. "There is no over. This is not a campaign. It is a commitment. This is a long-term way of doing business." Questions 1. Why do you think Berger says it is important to have a social media strategy before a crisis hits in order to have any credibility? 2. What were some of the dangers of GM being so transparent in the social media with the news that it was filing chapter 11? What were the advan- tages of that transparency?
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Explanation & Answer

Case Study: General Motors Goes Social with a Financial Crisis
Having a social media strategy helps the company to counter critics, who may argue that
the corporation established a social platform to address a given crisis specifically. Apparently,
this is likely to attract social media backlash, implying that the company will not convince its
stakeholders that it will overcome the current crisis. Besides, not establishing a social strategy in
advance is an outr...


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