GM makes use of social media to respond to consumer gripes

On Twitter, Standard Motors exchanges comments with its buyers about the faulty-ignition recall.

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General Motors has a technique to deal with backlash from shoppers on social media: search for complaints, react swiftly and assist buyers.

As GM contends with concerns in excess of an ignition switch recall covering one.6 million vehicles, it also should deal with annoyed owners who air their grievances on Facebook, Twitter and elsewhere.

And buyers never mind currently being snarky — maybe damaging GM’;s status in the process.

In 1 instance, a Chevrolet Cobalt owner took a dig at Chevy on Twitter by saying he’;s waiting for his vehicle to shut down and destroy him — a publish that drew a response from the Chevrolet buyer care Twitter account in much less than an hour. The GM recall involves 2005-07 Cobalts.

In another tweet, a former Saturn proprietor posted a link to a USA Today recall article that apparently reopened old wounds. She explained that she offered her Saturn for a $ 7,000 loss right after having the ignition switch replaced a number of instances. GM’;s buyer care unit tweeted her 2 days later, asking her to send it a direct message. The recall also involves 2004-07 Saturn Ions and the 2007 Saturn Sky.

The automaker’;s social media staffers are responding to frustrated owners with tips and provides to set up dealership appointments.

For instance, GM’;s buyer care team is instructing owners of recalled cars who sent messages by means of Facebook to use the “ignition key and absolutely nothing else” on their key rings whilst driving.

“They’;re out there actively browsing for people who are possessing car troubles, no matter whether it be in the forums, the blogosphere, Twitter, Facebook, wherever they are,” Phil Colley, a GM social media strategist, advised Automotive Information.

GM also is pushing the FastLane site, its corporate communications hub, as one more resource.

The automaker’;s major Twitter account shared a weblog hyperlink to CEO Mary Barra’;s letter to employees, which explained how the firm is managing the recall crisis. The site, initially started out close to a decade ago as a mouthpiece for former GM executive Bob Lutz, is equipped with share buttons for Facebook, Twitter, Google+ and Pinterest.

Peter Ternes, a GM social media strategist, explained, “It was initially written to talk to the media, but we knew a good deal of consumers had been following it. We know the media is nonetheless there and nevertheless making use of it, but now we’;re talking a tiny a lot more directly to buyers.”

You can reach Vince Bond Jr. at vbond@crain.com. — Stick to Vince on
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