GM Set To Relaunch Social Media Site - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Mobile // Mobile Applications

GM Set To Relaunch Social Media Site

The automaker is hoping new Web 2.0 tools will help build a loyal fan base that will see it through its industry's tough times.

General Motors on Tuesday plans to unveil a redesigned social media and networking site that will feature executive blogs, user-generated content, and social networking tools. The relaunch of GMnext.com, as the site is called, is part of the automaker's effort to connect with younger car buyers who use such Web 2.0 tools in their everyday lives.

"It's hard to put a specific dollar value on this, but it's something we have to do," said Natalie Johnson, GM's social media manager, in an interview after she spoke Monday at the MIXX Canada digital marketing and advertising conference in Toronto.

GM, like many automakers, is faced with declining sales as credit tightens and gasoline prices rise. The company lost $15.5 billion in its second quarter. Johnson hopes the new media efforts will, at the very least, create a loyal base of potential customers who will be inclined to choose GM when things turn around for the auto industry.

"We're creating the opportunity to interact directly with consumers," said Johnson, who called GMnext.com "a landing page" that will act as an umbrella site for GM's numerous Web 2.0 initiatives. The page features links to blogs, wikis, photo- and video-sharing tools, and messaging areas where car enthusiasts can engage each other and also communicate with the company. "We want to be able to talk to our customers," said Johnson.

Johnson wouldn't say how much GM is spending on its Internet efforts, but noted that some media and marketing budgets at the company are in flux as the automaker deals with the current downturn. "There are some challenges" getting corporate funds for all the projects that Johnson wants to undertake, she conceded, but noted that, overall, the initiatives are receiving high-level support from chairman and CEO Rick Wagoner's office on down.

Wagoner recently posted a video blog to answer questions about the company's financial picture. Such social media tools allow company execs "to answer some tough questions in a very candid and frank way," said Johnson.

Shares of GM were unchanged at $9.75 in late-morning trading Monday.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
InformationWeek Is Getting an Upgrade!

Find out more about our plans to improve the look, functionality, and performance of the InformationWeek site in the coming months.

News
Pandemic Responses Make Room for More Data Opportunities
Jessica Davis, Senior Editor, Enterprise Apps,  5/4/2021
Slideshows
10 Things Your Artificial Intelligence Initiative Needs to Succeed
Lisa Morgan, Freelance Writer,  4/20/2021
News
Transformation, Disruption, and Gender Diversity in Tech
Joao-Pierre S. Ruth, Senior Writer,  5/6/2021
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
Planning Your Digital Transformation Roadmap
Download this report to learn about the latest technologies and best practices or ensuring a successful transition from outdated business transformation tactics.
Slideshows
Flash Poll