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What drives GM’s social media strategy

March 4, 2010

Chris Barger, director of global social media at General Motors, gave yesterday's keynote address at the 2010 Media Relations Best Practices Summit in New York City.

Barger (@cbarger) shared how the world’s largest automaker responded when faced with filing Chapter 11 bankruptcy last June. In response to the financial crisis, GM embraced social media and used platforms such as Twitter, Facebook and blogs to provide customer service, communicate transparently, update the media and consumers and engage with its audience.

GM also created a temporary extended social media team to engage everywhere possible, live tweeted from every interview and press conference, engaged in multiple social networks and platforms, and ensured that traditional media outlets knew about all of its efforts. Barger stressed that “you cannot over-communicate during a crisis.” In addition, he said, let others tell your story, always measure and respond, follow up and provide value.

Ragan and PRSA presented the conference, which took place at the ConEdison headquarters.

In the video interview that follows, Barger discusses how GM is strengthening ties between its PR and marketing functions, how to create an effective social media campaign and what may be “the next big technology” for the profession. — Amy Jacques



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