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GM Tries Social Media to Reach Ignition Switch Recall Targets
Roughly 1 million General Motors Co. cars equipped with unrepaired ignition switches than can be jogged out of the "run" position are still on the road in the U.S.
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Roughly 1 million General Motors Co. cars equipped with unrepaired ignition switches than can be jogged out of the "run" position are still on the road in the U.S. The defective switches have so far been linked to 30 fatalities.
Last month GM began a new ploy to reach those balky owners: extremely targeted notices distributed through social media channels. Megan Stooke, executive director of global marketing operations, heads the effort, Automotive News reports.
GM is using Acxiom Corp., a digital media analytics company as a go-between in placing special recall ads on AOL, Facebook, MSN and other popular channels used by owners of the carmaker's affected vehicles.
Acxiom uses GM-provided data to determine where to place the ads so, for example, they appear on the Facebook home pages of targeted customers. AN notes that political campaigns have used the same technique to target specific voters.
The GM notices link to a site that explains how owners can get their cars fixed. The ads also emphasize to owners that GM will provide them with a loaner car while repairs are being made.
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