Social Media has changed the way many industries market to consumers and the automotive industry is no stranger to utilizing this medium. So, who uses it best? And, what exactly does “best” mean in terms of a Social Media Strategy? Join me in a Facebook Face-Off of Chevy vs. Ford.
The last attempt at comparing these automakers and their Social Strategy was in 2014. At the time of that Face-Off Ford won overall based on Mentions and Conversation Mapping though Chevy did rank higher Social Sentiment. How do these automakers stack up in the Social Swirl in 2017? Let’s find out…
Chevy – Find New Roads
This year started off with a bang as Chevrolet (GM) became the first automaker to use Facebook Live to showcase their new vehicles. Imagine an up-close and personal video of the new automotive from the comfort of your home. This is a great example of keeping up with the advanced in social media while leveraging a platform that is already being used and has 19 Million Followers on the Main Chevrolet Facebook Page.
Chevy – Their Social Strategy
GM’s Social Strategy in 2017 was to promoting its electric vehicle to a carefully selected audience through an integrated campaign. Its print ads in science and technology publications delivered part of that message to some of that audience. Its billboards helped it to reach another audience segment. Facebook Live expanded the audience further. It provided more information in a 25-minute segment than any commercial could have done, and it engaged its core audience deeply enough to generate over 800 comments. A full list of Chevrolet (and GM’s) social pages can be found here.
Ford – Go Further
In contrast, Ford has not been touted for emerging social trends to showcase its breadth of vehicles. Main Ford Facebook Page has only 8 Million which is less than half that of its nemesis Chevy. There have been no earth-shattering uses of Facebook much like Facebook Live though that doesn’t mean they are not finding ways to educate through this medium.
Ford – Their Social Strategy
In a 2014 Review their Facebook strategy they were engaging with consumers by asking for photos of the worst pot holes. This then opens up dialogue to educate consumers on what to do when you’ve hit one and how to “fight back”. This is a great way to evoke two-way engagement though their current efforts seem to be less interactive and more 1-way videos that do not inspire engagement. Other Ford social campaigns (outside of Facebook) can be found here.
From a Facebook, it appears that Chevy is agile and forward-thinking. I am curious; does their Facebook Live post increase your consideration to go buy a Chevy? Why or Why Not?