General Electric Social Media Strategy – Innovative Technology oriented Content

GE social media strategy can be called a digital content factory which is a convergence of different social media platforms that allows company and customers publish and share their own content. The company deals with significantly high quality content that discusses the innovations in technology, emerging technologies, explanation and description about existing technologies. Along with Facebook, Twitter—there are other social networks like Google+, Instagram, Pinterest and YouTube on which the company actively allows sharing and publishing of customer generated content of different types along with creating daily, original content on our own owned channels like GE Reports and Txchnologist (which then gets distributed socially and on third party blogs and news sites). According to Beth Comstock, GE CMO, since business itself is social and customer engagements are critical for the business survival, GE utilizes social media tools and platforms allow us to connect directly with our customers, from product ratings to reviews to customer communities where real time collaborating and innovating is happening. Linda Boff, executive director of global brand marketing, GE said, “Real-time marketing is the ability in near real time to produce a response through content, experiences or service to a live event or customer event that delights your audience or customer into engaging with your brand around a shared moment.”

GE strategically utilizes the social platforms to tell stories about the way the company impacts the lives of people and tells the stories about the successes and the challenges the company is facing and using content that is creative and highly impacting visually has allowed the company build a strong relationship with their customers. On social media platforms GE focuses more on on technology and innovation and not on selling its products and services. GE has many Facebook pages including GE Appliances, Lighting, Aviation, etc. and on these pages most of the content is related to questions, images, videos and links relating to a wide range of topics, including jet engines, medical science, outer space and data science. There are also more interesting initiatives, such as ‘Stump the scientist’ which asks Facebook fans to pose questions to one of GE’s chief scientists

With a global presence in more than 150 countries and over 300,000 employees worldwide, General Electric (GE) is a conglomerate that operates in everything from finance through to aviation, appliances and healthcare. Most of the GE businesses are highly regulated businesses like healthcare, energy and financial services the company always have to be very cautious about the content and for overcoming the issue it has a team of strategist, producer, designer and lawyer to make fast decisions on both the content and the distribution. The company has been successfully using the various social networking sites to engage with customers, partners and investors and significantly improving the brand value of the company. We've done some research on our content marketing," said CMO Beth Comstock, speaking with Adweek at the ANA Masters of Marketing conference. "And we get 30 percent extra value for every dollar spent."