Can GM employees woo the country back through social media?

Staff updates attempt to give the automaker a friendlier face—and help sell its cars and trucks

In April, General Motors engineer Jon Johnston tweeted:

“Great weather for the bike commute today!” and

“My daughter is playing tea party. The dolls are eating MyLittlePonies. Should I be worried?” and

“Launching 2 liter pop bottle water rockets with the boy scouts.”

So, what does this have to do with GM’s brand?

Nothing, really. At least not directly. Boosting employee activity on social media is part of GM’s plan to rekindle America’s affection for the company.

The company hopes that engaging tweets and Facebook posts will help it appear less like a cold, impersonal, steely automaker and more accessible, softer, more human.

“We knew, going into Chapter 11 last year, that it would take all of our employees speaking on our behalf” to restore GM’s image, says Mary Henige, social media director. “If more people knew how to engage consumers and access information about the company, they’d be far stronger advocates.”