This document outlines a social media strategy for General Motors to reconnect with younger audiences aged 18-34. It recommends that GM create individual social media accounts for each car model to give the brand more personality. The goal is to boost GM's reputation and web presence by actively engaging online critics and fans to change negative perceptions of the brand amongst younger generations. Progress will be measured using analytics tools to track online mentions and conversations about GM.

1.  One of the world’s biggest auto manufacturers
 Has a vehicle for every market
 Recently suffered financial bankruptcy
 Their brand has been tarnished in the eyes of the
younger generation as a result
 After reorganizing is now looking to become
the dominant automaker once again
 They are in a stronger position now since they have
refocused efforts on Chevy, GMC, Buick, and
Cadillac

2.  Challenges
 Still has a tarnished reputation due to the
government bailout
 The younger generation may have difficulty relating
to the ‘Chevy Runs Deep’ current campaign
 Goals
 Reconnect with the younger generation
 Help General Motors to become relevant to an online
audience

3.  Target will consist of a younger audience 18-34
 Will reach this target using a variety of social media
efforts

4.  Become an active participant in conversations
already happening on Chevy Facebook Fan
Pages.
 Many people have appeared on these fan pages with
negative remarks or discouraging people from
buying GM products. These comments shouldn’t
stand unaddressed by the company.
 Create business pages on Google+ as well to
increase web presence.

5.  A more diversified Twitter account
 Lots of opportunity to give GM a real voice and
personality here.
 I suggest letting each model of car have it’s own
Twitter account and then letting those accounts
interact with each other and with the customers.
Awesome! From home to
the beach without filling
up once!
How’s the va-
cay, Volt?

6.  I recommend the same breakdown by vehicle
as for Facebook and Twitter. A distinct blog
representing the engineering behind each
different model and offering a place for owners
to give their two cents.

7.  We could set dollar amount as a goal, but I
think the major effects of a campaign such as
this would be improving the reputation of
General Motors and increasing its web
presence.

8.  We can use Google Analytics as well as a
variety of online companies that monitor social
media for mentions of the brand.

9.  Since the purchase of automobiles doesn’t
particularly follow a strict schedule, there are
no bad times to run this campaign.
 The idea is to boost the perception of the
company, so there is no time like the present to
get started.
 Much of this can be handled in-house with
GM’s own communications department. It only
requires a re-organization of efforts rather than
anything completely new.

10.  Using these methods of boosting General
Motor’s online presence should help the
company to connect with the younger audience
that is out of touch with GM as it was before
the bailout.
 Giving a voice and personality to the company
will also help to encourage conversation with
the company instead of a conversation
developing around it.