1.Discuss the change that GM is attempting to drive with social media. 2. Describe how GM’s...

1.Discuss the change that GM is attempting to drive with social media.

2. Describe how GM’s social media use to drive change is an application of working the plan.

3. Describe GM’s communication plan.

4. Identify the stakeholders and discuss their role and response to how change is being driven by social media at GM.

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Expert Solution

General Motors used social media to help handle its bankruptcy financial crisis in May 2009. Despite hesitation from the legal and financial consultants advising GM,Christopher Berger convinced the CEO to use Twitter and Facebook to met shareholders. Berger, director 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% was GM material posted to Facebook or Twitter or other places and 80% 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 customers 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 overcummunicate during a crisis" Berger said." Go on every platform, every possible place somebody might be listening to you. The audience expects you to be there ".

keosha answered 6 months ago

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