How GE Maintains Global Presence Via Social Media

General Electric, GE, is a renowned American corporation based in New York City, primarily focusing on B2B operations. The business activities of GE span across various sectors including power, water, oil and gas industries, software development, financial services, automotives, and more. Despite not directly engaging with the average consumer, GE has successfully established a strong global presence on social media platforms.

Dubbed as “The Most Exciting Brand on Social Media” by Beta21, GE has effectively humanized its brand and maintained a strong social media presence. Let’s delve into the key strategies that GE employs to achieve this:

1. The ‘GE Works’ Equation
   GE has a robust brand vision centered around championing science and innovation to create a world that works better. This vision serves as the foundation for all of GE’s marketing efforts, positioning the brand as a thought leader in advanced technology. By focusing on inspirational and thought-provoking content that aligns with this vision, GE effectively communicates its core values to its audience.

2. YouTube – Stories that Humanize the Brand
   GE’s YouTube channel features a wealth of compelling content showcasing the impact of its innovations on industries and people’s lives. Through storytelling, GE humanizes its brand by sharing personal narratives, such as the heartwarming video "Childlike Imagination – What My Mom Does at GE." This approach resonates with viewers and has garnered millions of views, reinforcing GE’s reputation as a pioneering company in technology.

3. Snapchat – Celebrating Past Achievements through Storytelling
   GE’s foray into Snapchat was marked by a creative campaign commemorating the moon landing anniversary. By collaborating with astronaut Buzz Aldrin and launching a custom edition moon boot, GE effectively engaged with a younger audience on a popular social platform. This initiative not only celebrated GE’s historical contributions but also connected with the next generation of customers, investors, and employees.

4. Vine – #6SecondScience
   GE’s use of Vine, a six-second video-sharing platform, exemplifies a fun and educational approach to showcasing science. The #6SecondScience campaign invites users to share fascinating scientific experiments, such as the mesmerizing reaction of milk, food coloring, and dish soap. By creating a viral and engaging series of short videos, GE captivates audiences and reinforces its commitment to inspiring innovation.

   In conclusion, GE’s strategic use of social media platforms to humanize its brand and engage with diverse audiences has set a benchmark for B2B companies seeking to strengthen their online presence.

   FAQs:

5. How has GE positioned itself as a thought leader in advanced technology?
   GE’s strong brand vision of championing science and innovation, coupled with inspirational content, has helped establish it as a thought leader in the technology sector.

6. What was the key success factor behind GE’s "Childlike Imagination" video on YouTube?
   The personal and emotional storytelling approach in the video resonated with viewers, humanizing the brand and showcasing GE’s impact on people’s lives.

7. Why did GE choose to launch its Snapchat account during the moon landing anniversary?
   By leveraging the historical significance of the moon landing and collaborating with astronauts, GE effectively connected with a younger audience and celebrated its past achievements.

8. How does GE’s #6SecondScience campaign on Vine contribute to its brand image?
   The campaign showcases GE’s commitment to innovation and education in a fun and engaging manner, reinforcing its brand ethos to inspire creativity.

9. What sets GE’s social media strategy apart from other B2B brands?
   GE’s innovative use of platforms like YouTube, Snapchat, and Vine to humanize its brand and engage with diverse audiences distinguishes it as a leader in social media marketing among B2B companies.