Executive summary

General Motors is a customer-first company, and the General Motors Social Media Center of Expertise (CoE) exists to keep GM’s social media efforts aligned with that identity. The CoE knows that to be truly customer-first, a company must have a strong and trustworthy social presence, so it decided to reevaluate GM’s social media management software to better deliver on that promise. The Social Media CoE, working closely with General Motors IT, needed to find the best listening, engagement and customer care tools to deliver a first-class experience across social for its fans. The CoE serves more than 800 users in seven international regions across nine GM brands, so this solution needed to be both scalable and flexible.

Evaluating social media software is no easy undertaking, especially at a company the size of General Motors. Even so, the CoE rose to the occasion by thoroughly vetting more than 20 vendors, eventually determining that Khoros would best help GM achieve success. Khoros worked with the CoE at astounding speed to train and onboard its more than 800 users in less than 30 days.

To support its needs for deep listening and cross-channel marketing, the CoE additionally chose Khoros’s integrated partners Opal and Crimson Hexagon.

“Our needs had evolved, and we were looking for strategic partners to take our social media to the next level.”

— Carolin Probst-Iyer 
Manager, Global Social Media Center of Expertise General Motors