I think that’s a good idea Anastasia, to increase "goodwill" and improve their image and reputation GM should focus more on their corporate social responsibility. We have seen big companies like BP and Shell, who have experienced major crisis’s, change their images by stressing their environmental support though various initiatives. However GM need to be careful about the affects CSR initiatives can have on shareholders attitudes. They don’t want to have the public questioning the motives behind GM’s decision to participate in CSR initiatives. If shareholders believe a company is only adopting CSR activities to improve their image and reputation than they are going to find it unsuccessful and potentially cause more harm than good (Yoon, 2006).
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I have done some research and have found that General Motors established a Global Social Media Centre of Expertise (CoE) in 2013, only a few months prior to the ignition switch crisis. The Global Social Media Centre of Expertise was design to enhance the company’s market based decisions and now employs over 600 staff to manage the marketing, communications and customer care on social media platforms. The marketing team is in charge of brand building and channel management, the communication team is responsible for news and reputation management and the customer care team handles current and prospective customer issues and complaints. Senior Vice President Alicia Boler-Davis was given the role of managing the Global Social Media Centre of Expertise. It is obviously to see that this type media monitoring has come a little to late, if they had been operating this strategy a year earlier they may have been able to help resolve the issue before it became a major …show more content…
A large number of media outlets praised Barra for her compassion and respect to the families affected but also believed she missed her opportunity to turn around her company’s perceived bad cultural. Where she could have addressed how they were going to take responsibility as a company and improve corporate communication to earn trust and respect back, she instead focused on the many employees who were at fault. This provided excellent material for the media to run with and further damage the culture of General
I have done some research and have found that General Motors established a Global Social Media Centre of Expertise (CoE) in 2013, only a few months prior to the ignition switch crisis. The Global Social Media Centre of Expertise was design to enhance the company’s market based decisions and now employs over 600 staff to manage the marketing, communications and customer care on social media platforms. The marketing team is in charge of brand building and channel management, the communication team is responsible for news and reputation management and the customer care team handles current and prospective customer issues and complaints. Senior Vice President Alicia Boler-Davis was given the role of managing the Global Social Media Centre of Expertise. It is obviously to see that this type media monitoring has come a little to late, if they had been operating this strategy a year earlier they may have been able to help resolve the issue before it became a major …show more content…
A large number of media outlets praised Barra for her compassion and respect to the families affected but also believed she missed her opportunity to turn around her company’s perceived bad cultural. Where she could have addressed how they were going to take responsibility as a company and improve corporate communication to earn trust and respect back, she instead focused on the many employees who were at fault. This provided excellent material for the media to run with and further damage the culture of General