This document grades General Electric's (GE) digital media presence. It finds that GE owns its website, mobile sites, blog, and social media channels well and these owned contents receive a high score of 10/10. GE's earned social media mentions are mostly neutral and get a 7/10. Paid content receives an 8/10 as GE does not engage in SEM. GE's digital campaigns, especially hashtag campaigns on social media, are highly effective at driving brand conversations and receive a perfect score of 10/10. Community management, crisis management and reputation management also score highly at 9.5/10. In summary, this document finds that GE effectively owns and manages its digital properties while also running impactful digital campaigns.

1. Grading digital media of General Electric (GE)
By Stephanie Chiramberro/ Mengyue Qiu/
Winda Yodpinij/ Qing Li

2. OWNED CONTENTS

3. Owned Contents: 10/10
● Website and Mobile sites
○ easy to navigate
○ easy to find where to purchase
products
○ clean and sleek
○ reads like a technology site
● Blog
○ answers any questions about GE
news
○ on brand - science/innovation
related article
● Social Media
○ announces company news
○ shareable content

4. EARNED CONTENTS

5. Earned Contents: 7/10
Overall: not too many evangelists and mentions are mostly neutral
Social Media Mentions, Shares, Reposts
● 40 - 500 shares per post
● mentions - consumer product issues, news,
Media Articles
● news about GE selling their finance branch
● stock news
● no disaster news, mostly business related

6. PAID CONTENTS

7. Paid Content: 8/10
NO SEM

8. Paid Content
NO SEM

9. Providing valuable sources
for global developers in many different fields

10. Providing valuable sources
for global developers in many different fields

11. DIGITAL CAMPAIGNS

12. Digital Campaign 10/10
GE successfully blurs the line between B2B and B2C
through 3 main consumer networks:
Facebook, Twitter, and Pinterest.

13. GE owns many different pages specified in each business.
Mix of • Questions
• Images
• Videos
• Links relating to a wide
range of topics,
including jet engines,
medical science, outer
space and data science.
< Good content
^ quick response

14. #IWantToInvent
Ask followers to post their ideas with
hashtag #IWantToInvent
• more than 70
images posted in
under 7 hours
• increased brand
conversations
over 4x the daily
average.

15. All pictures have links back to
GE websites

16. DISRUPTIVE TECHNOLOGIES

17. DISRUPTIVE TECHNOLOGIES
3D Printing
Aircraft Parts
7.5/10
+ GE Connected
LED Bulbs
iBeacon & GE LED+
Competitors have also created similar products. Philip’s Hue is more intriguing to consumers.
The automated world has huge potential for further exploration.
Consumer section has room for improvement.

19. COMMUNITY MANAGEMENT
CRISIS MANAGEMENT
REPUTATION MANAGEMENT

20. COMMUNITY MANAGEMENT
CRISIS MANAGEMENT
REPUTATION MANAGEMENT
9.5/10
Timely response to both negative and positive feedbacks
Use open questions to engage with followers.
Protect brand image by using data and facts.

21. Email Marketing

22. Tell Me You Want! What You Really Really Want!
10/10

23. CRM

24. 8/10

25. POSITIVE EFFECTS NEGETIVE EFFECTS
employee satisfaction Company downsizing
quality, good positioning Staff resignation
customer satisfaction / loyalty High CRM systems cost
Improved performance /
productivity
Intruding customers privacy
Increased profit, shareholders'
wealth, market value
Loss of customer through
segmentation