These experiments, from the fun Pinterest boards allowing Edison
to do his best Ryan Gosling impression (just check it out) to an
Instagram feed full of what Ms. Boff calls "industrial bling," are
typically low-cost -- but they result in a big emotional connection
with GE's audience.
"We do a report every day. Our presence in social media early on
has given us a consistent high net-positive sentiment," Ms. Boff
said. "It's quite a treat. We see very low, if any, negative
sentiment." She added that being in early makes it more likely GE
will achieve high follower counts.
Besides excelling in social, GE is among the brands leading the
charge on content marketing. Its Txchnologist is a tech Tumblr
that's an interesting read in its own right, while GE Reports is a
corporate newsroom that won't bore you to tears. The cumulative
effect of these and the company's many other content hubs is that
GE ends up feeling less like a 300,000-employee multinational
conglomerate and more like a friend that just happens to be really,
really smart. Which is kind of the guiding principle for all these
experiments, according to Ms. Boff.
"What works for us," she said, "are programs where GE can behave
the way a real person would behave, be as accessible as possible,
and lean into the fact that we are a brand in motion."