For automobile companies, there is no more useful communication channel than collecting. Studies have shown that 76% of car owners read the websites of automobile companies before purchasing a vehicle, and 67% visit a third-party website to check related reviews. Now, through blogs, automobile companies have a more direct channel to communicate with their customers. Among them, General Motors (GM) is a pioneer.
GM's FastLane blog is one of the most popular corporate blogs, edited by automotive industry personality and GM Vice President Bob Lutz. The topics focus on car design, new products, and corporate strategies. This blog has nearly 5,000 daily readers, and each topic receives between 60 to 100 comments. However, the main reason why the FastLane blog is so popular lies in Bob’s honest, deep, and direct engagement with both positive and negative public opinions about GM. Although some people doubt whether every article is written by Bob himself, customers, industry analysts, and traditional media still give the FastLane blog high praise because GM is the only car company willing to allow customers to openly provide feedback. As a result, GM has gained immense credibility.
In fact, FastLane is essentially GM's product blog. In October 2004, GM launched its first blog, the GM Smallblock Engine Blog, to commemorate the 50th anniversary of the smallblock engine. Through this blog, GM gained some experience, leading to the creation of the FastLane blog at the beginning of 2005. Bob Lutz is a very creative person who is eager to understand new things. When he learned about the success of the smallblock blog and realized what needed to be done, he immediately decided to join the FastLane blog.
At the beginning of this year, GM canceled its advertising investment in the Los Angeles Times due to an article, which caused quite a reaction and generated many negative comments. GM then used the FastLane blog to directly communicate with the "public," expressing its views and opinions, effectively and elegantly handling this "crisis."
In this matter, Gary Grates, GM's North American Vice President of Public Relations, communicated with the public through the blog: "GM does not oppose fair criticism and acknowledges the role journalists play in society. GM takes these criticisms very seriously and has learned a lot from them." Regarding the blog itself, Gary said, "GM was one of the first companies to establish a blog. Through the blog, GM's managers can express their ideas in their own words, unfiltered by anyone, and directly receive feedback from those passionate about GM and interested in what we do. Bob Lutz repeatedly emphasizes in the blog that GM welcomes criticism, and there are many critical opinions on our blog."
This case excellently demonstrates the effect of blog-based public relations. A blog may be the best channel for direct communication with your audience when you need it most.
Michael Wiley, GM's Director of New Media Public Relations, set the goal of the FastLane blog as creating a direct communication channel for all GM's audiences that surpasses all traditional formats. Traditional public relations involves issuing press releases and communicating with the media. The media edits the information the company wants to convey before it can be published. Therefore, traditional media is not a direct channel for reader feedback. GM hopes to create a direct form through which all sectors of society related to GM have the opportunity to directly dialogue with GM. With feedback from customers, employees, investors, etc., GM is growing into a better company, providing better products for customers. "We really received a lot of valuable feedback. Every topic on FastLane is an excellent conversation," Michael said.
In the early stages of the blog, due to various reasons, GM's legal department had some concerns. However, with the direct involvement and support of senior management led by the vice president, the legal department became confident in the approach taken by the public relations department. For the future participation of other executives, Michael stated that GM currently has no specific plans, but if the topic requires it, GM will certainly introduce...
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