Why General Electric is the smartest brand on social media
What if a 100 year old person was better at social media than you? A lot of brands better be asking themselves this question, because General Electric is 123 years old this year and are rocking every social media platform from LinkedIn to Vine. It’s not just about the brand’s commanding presence on social media, however. We’re more interested in the way a century-old company who most people know best through lightbulbs and refrigerators can take every aspect of social media, from GIFs to infographics, and integrate them seamlessly into their strategy. Here are some main reasons why GE kills it daily on social media.
1. They encourage conversation and participation
GE always has a social media contest going on. Last year they took to Vine to get people talking about science. Their #6SecondScienceFair invited everyone to interact with their brand by capturing a 6 second video of the coolest science experiment they could create. GE posted their favourites on their own social media page, and created a tumblr account for all the best videos. Like the experts they are, GE made sure to tie the fun contest back to their main message of influencing science and technology. (They also won a shiny award for this educational video series at the 2014 Cannes Lions advertising competition).
2. They experiment with new sharing platforms
General Electric is known for being early adopters of new social media platforms (for instance they got on Vine one day after the video-sharing app launched). Now, GIFS within tweets is the new image within tweets. One brilliant aspect of GE’s social media strategy is that they know how to take each emerging platform or trend and seamlessly integrate it with their mission. Check out how they put GIFS to work in the example below. An inside glimpse of a new ice nugget maker? Sweet, I’m in.
GE has also been all over Periscope lately, the new video live-streaming app. Their most recent endeavour included a ‘DroneWeek’ where, using a modified drone, General Electric gave social media followers an up-close and personal look at the biggest and tallest machines.
3. They personalize their brand
General Electric is proud of everything they create, and they let people know. Their Instagram account is full of behind the scenes images and videos detailing a day in the life of a GE employee as well as glimpse s of testing facilities, aviation grounds, and wind turbine fields. Their Instagram is a machine enthusiast’s fantasy: who doesn’t like giant pictures of airplane engines and gas turbine load compressors? Behind the scenes snapshots are also smart because they increase the brand’s positive reputation and build enthusiasm and trust between the company and its social media followers.
4. They teach as well as promote
GE promotes the new technologies they’re working on through social media the best possible way: they educate users about what they’re building. Their YouTube series ‘Invention Factory’ provides an investigation on some of humanity’s biggest questions, and how GE is looking for answers. They’ve produced many videos such as the one below to create enthusiasm about their big picture work.
5. They embrace the light-hearted aspect of social media
GE seriously promotes their technology and their mission, but they also know when to loosen their ties and have a little fun. They’re big fans of emojis on Twitter. (And in general, check out their whole EmojiScience campaign).
6. They keep investors in the loop
While some companies may believe that social media and investor relations doesn’t mix, General Electric challenges that idea with a seamless integration between the two worlds. (We also think it’s a perfect marriage, and we’ve written about it before). General electric releases investor highlights on their social media channels with bold images for easy sharing and consumption. Keeping investors in-the-know on social media makes for a more engaged investor audience.
7. They love engaging other brands
It’s clear that GE has a lot of fun on social media, and they love engaging other brands. A lot of times GE’s Twitter will publish an Emoji puzzler concerning a historic scientific breakthrough and will call out other companies and invite them to take a guess. They also love congratulatory tweets, and spread love to everyone from NASA to Bill Nye the Science Guy.