You Make The Case : Blog Assignment
In the first Make The Case I will be a web analyst for General Motors. The presented issue is that I need to convince my boss that we need a measurement strategy.
In an attempt to persuade them to invest in a measurement strategy I will point out the failed attempt that they had with utilizing social media. Recently GM decided to remove their presence on Facebook due to lack of perceived returns. With a measurement strategy they would be able to measure the impact the both joining Facebook would have as well as what the loss would be in removing it.
Another argument would be that they need to identify other electronic avenues and monitor what impact they have. By measuring this, they can link the impact that they are having on targeted markets to those that are actually purchasing the cars. They can also then identify the loyalty and brand interest in those markets.
Good points. I like that you chose General Motors.
ReplyDeleteWhat sort of returns do you think might hope to get with Facebook? And how do you think they could measure those? (obviously we're early in the class, but think at a high level).
They decided to remove their Facebook ads, but still have many of their Facebook pages (https://www.facebook.com/generalmotors). What do you think they were expecting to get out the advertising that they didn't get?
Rick,
ReplyDeleteGood choice. :-) I think the reason GM pulled out of Facebook advertising was because of quality measurement strategy -- they realized that the returns received from the ads didn't justify the investment costs.
I would agree with you that they should continue to explore other venues of "new media," and leveraging them where they see potential. I can't wait to see how their new partnership with Manchester United pans out :-)
This is a fantastic post; as someone that didn't know the whole reason for their departure I could have assumed that they would have just "cut and run" for some other embarassing reason.
ReplyDeleteGM doesn't need any more black marks on their record.
Excellent writing, also.
I think part of the issue is that many organizations have difficulty measuring Return on Investment (ROI) when it comes to Social Media. I think GM did not want to bother taking the time to learn the specifics of social media metrics and felt social media was just a fad that would pass.
ReplyDeleteOne company that I think does social media really well, is Ford Motor Company. Their head of Social Media is Scott Monty, and he does a nice job doing regular, informative updates on their sites.