How General Motors used Social Media to Avert a Crisis

The key takeouts:

After an internal draft memo was leaked that seemed to indicate Chevrolet’s management team was forbidding employees from using the brand’s “Chevy” nickname, LaMuraglia’s team used social media to clear up the misinformation and avoid a PR crisis.

— Video allows for greater authenticity. GM originally responded to the misinformation with an “official statement” — but bloggers and brand fans weren’t impressed. LaMuraglia’s team then stepped in and filmed an executive offering a plain-English, authentic explanation of what had happened and posted it to YouTube — which significantly reduced the online criticism.

— It’s about the message, not the production value. LaMuraglia’s video was shaky and lacked the production quality of a traditional corporate video — but because the message was genuine, it still worked just fine.

— It’s OK to say, “We were wrong.” LaMuraglia explains that it’s OK to admit when you’re wrong and that in doing so, you build long-term credibility with fans and critics alike.

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