By now you know that GM pulled its advertising from Facebook because their advertising doesn't work. But the real issue is that GM doesn't get Facebook or social media, and they never did.
Their Facebook page is a sterling example of a company that wants to broadcast instead of listen, ignore instead of engage. As the Wall Street Journal reported, GM is spending $30 million maintaining its Facebook presence, but from a look at the place they're not doing much with it.
Looking for conversation with the brand? Response to complaints or concerns? You won't find them here.
But don't just take my word for it. Here are some choice examples of GM's recent Facebook posts:
- "We're excited to announce the return of a V-8 powered, rear-wheel-drive performance sedan to our robust U.S. lineup, the Chevrolet SS!" (Well, of course you are. Maybe you should ask us if we're excited.)
- "Check out this picture of our Chairman and CEO, Dan Akerson." (Don't know about you, but I go to Facebook hoping to see the Chairman of GM's picture.)
- "Just wanted to let our millions of Facebook fans know, we're still here, and we 'like' you back!" (OK, thanks for checking in.)
- "GM is full of history and classic cars that we all know and love" (Uh huh. That's so exciting.)
- "Check out our latest Faces of GM video to find how John uses what he does at the race track to make the cars he works on even better." (Wake me when it's over)
- "Ever wonder what happens with leftover scrap metal from our vehicles?" (Umm, no, can't say that I have)
- "Happy Administrative Professionals Day to the women and men who keep our offices and dealerships running all across the globe! Thanks for all you do each and every day." (I'm sure they felt very rewarded by this post.)
- "We're thrilled to announce that Chevrolet sold 1.18 million vehicles worldwide in the first 3 months of 2012." (Of course you're thrilled. But we don't really give a damn.)
- "Hey GM Fans! Let's have a little fun before the weekend begins... What's your favorite current GM vehicle and why?" (Whose idea of fun is this? And the reason we have to have this fun is that GM is not online during the weekend, even though the Internet is , and always has been, 24/7, 365 days a year. Yes, even weekends. Hint: you want to make some trouble for GM? Post on Facebook and Twitter during the weekend. They won't see it til Monday.)
- "It may be Friday the 13th, but we think of it as just another day for you to drive your GM vehicle." (We live to drive our GM vehicle.)
- "One in four Buick Veranos sold have worn the most colorful hue offered, Crystal Red Tintcoat". (If that 's not thrilling, tell me what is .)
So, Dear GM, let me respectfully suggest that if you created better content for Facebook, you'd get a lot more out of it in the first place. Time to clean your own social media house before you try to knock down Mark Zuckerberg's.