GE has a large social media presence across multiple platforms like Facebook, Twitter, LinkedIn and YouTube. They recognize social media is important for both B2B and B2C engagement, as 90% of B2B decision makers consult social media during purchasing. GE takes a "stock and flow" approach to social media, using traditional long-form content as well as simpler engaging content. They leverage employee expertise by highlighting social posts by GE experts and encourage social engagement. GE also goes beyond just likes and shares by sending thank you gifts to community members who engage with their social content.

1. The use of Social Media by
Presentation for
Advanced Social Media course
NYU-SCPS
Ivon Basterrechea
May 2012

2. General Electric

3. Official Social Networks:
• Facebook: 302,386 likes
• Twitter*: 63,666 Followers
• Tumblr
• Pinterest: 1415 Followers
Other networks:
• Google+
• Linkedin
• Youtube*
• Blog
• Flickr
• Stumbleupon
• Slideshare *Several verified
• Klout accounts of channels

4. Social Media is not only for
consumer brand: 90% of B2B
decision-makers consult Social
Media in the buying process.
Linda Boff.
Executive director-global digital marketing at GE Co.

5. Social media as part of their
business model
- Business is Social: allow a circle of communication
between customers and GE. Rule #1 Listen hard
- Social media doesn’t require a big budget: If GE
has a small social team generating results, small
companies could do so.
-Content requires context to be effective: The best
content has a strong social component and vice
versa. There must exist

6. Facebook and social engagement:
“People talking about this*” vs “Likes”
Apple B2C
1%
Walmart B2C
2%
GE B2B
6,6%
*People talking about this: number of unique users that have interacted with your page in the past week

7. “Stock and Flow” approach
to marketing via social
Stock:
more traditional content-marketing : i.e. The GE show
video episodes, games… with longer shelf
lives. Fully shareable engaging content
Flow:
simple games to help our brand be more
human, more approachable, more
accessible

8. Healthymagination
A shared commitment to creating better health for
more people. Together.
As part of GE's healthymagination initiative, GEWomenFirst is encouraging the women in
Wyoming to get screened for breast cancer. Let's increase early detection and prevention
one mammogram at a time throughout the state of Wyoming.

9. Leveraging the company’s experts
GE just launched their GE Experts site, which highlights all
the tweets, photos, videos, and blog posts from individuals
(experts) who work at GE.
Employee’s are natural brand ambassadors and GE
encourage them to engage on emerging social platforms.

10. GE goes beyond a Facebook Like or Retweet
On Dr. Suess’s birthday, GE pinned some neat Dr
Suess quotes in his honor. Finding the quote
applicable to my Work Life Inspiration board I
repinned it. The next day, GE reached out to me via
Twitter to thank me for repinning their work. Then
they went an extra step with surprise and delight.
Coming in from my first day back at work from
vacation, I found a package on my desk with a book
and card inside. To further show gratitude for one
of their community members, they actually hand
wrote me a note (in Dr. Suess voice) and sent a
copy of The Cat in the Hat for repinning their Dr.
Suess quote.

11. Nobody buys a jet engine online, but
when you think about it, nobody
buys a can of Coke online either"
Linda Boff.
Executive director-global digital marketing at GE Co.

12. The End
Thank you