New Comm Biz

This was originally cross posted on the Studio D Thinkers and Doers blog.

In a recent WSJ article John Stoll dives into the communication challenges GM faces in light of its recent bankruptcy and government bailout funding.

What’s interesting to note is the implementation of a traditional strategy using digital tactics.

Lee Iacocca is famous for putting a face on Chrysler’s turnaround efforts in the 1980s by appearing in TV commercials and in the media using a “plain speaking” and upfront approach to win back customers and trust.

GM’s new CEO Frederick “Fritz” Henderson is trying the same sort of thing but using an unscripted approach on company blogs, Web chats and a newly launched “Tell Fritz” online suggestion box instead of paid TV spots or other advertising.

Time Not Money

In Iacocca’s time writing a bestselling book (with the help of ghost writers, I’m sure) and buying a lot of advertising may have worked in a time before the Internet. Today those tactics would likely have resulted in more wasted bailout dollars.

While Fritz is taking a similar “honest” approach and putting himself front and center, he is making a greater commitment in time rather than money. Can you imagine how busy Fritz’s days are? Even as he works to revive a cornerstone of American manufacturing and pillar of the U.S. economy, he also takes the time to participate in Web chats and blogs. The message this sends is impactful.

But how does he do his “day job” at the helm of GM and participate in a meaningful way in social media?

Infrastructure and process provide scale

This shouldn’t come as a big surprise, but it’s not something you hear social media “experts” talk about. Putting processes in place and dedicating resources to “filter and flag” the most important content is critical. Technology alone can’t do this. It also takes a layer of human analysis.

At Waggener Edstrom we will often use various tools including (yet to be announced product) and twendz to filter conversations from key influencers and flag the most relevant tweets for clients response.

Fritz undoubtedly has people monitoring the most important and relevant comments and questions which he then responds to upon "arriving at the office or before he goes to bed."

You’re planning a journey not an event

In PR we tend to spin cycles around upcoming events and product launches. But Fritz’s approach is not a one time, annual or quarterly event. It’s the way companies should be communicating now. You need a strategy, there had better be measurable results but there is no end date. There is no postmortem. You have to iterate and evolve as you go. Social media efforts are something you grow organically not hype up and then walk away from.

But will it work?

GM is in the midst of a PR nightmare. Consumers and taxpayers were outraged at the huge amounts of money given to the auto industry. Despite all the negativity, GM is staying engaged and working to focus the online discussion around its future, rather than the past.

GM was the first auto manufacturer to use social media and Fritz’s outreach shows those efforts are increasing. Through its consistent engagement, GM stays top of mind, participates and contributes to the conversation even if it can’t control what’s being said.

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