Chevrolet, which wants a broader, more consistent social media strategy, has hired former Ford social media manager Craig Daitch.
Daitch, 39, joins General Motors from SapientNitro, where he was vice president of digital marketing strategy. He managed the company’s Detroit office, overseeing the Fiat Chrysler Automobiles account. Before joining SapientNitro late last year, Daitch held several management jobs at Ford, including managing the automaker’s North American social media activities and car communications.
Daitch, who begins today as Chevy’s senior manager for social media, will be responsible for creating content that bolsters the brand’s new-vehicle launches, racing activities and communications initiatives.
Ford has been an early social media adopter, using the platform to help build awareness of new vehicles such as the Fiesta and C-Max. “In an always-on world, everything communicates,” Daitch told Automotive News. “Social media has changed the way the automotive industry approaches access to their brand, their business and the consumers they seek to build relationships with.”
The awkward presentation of a Chevy Colorado truck by regional zone manager Rikk Wilde during the World Series MVP ceremony in October is a recent example of the value of social media. When Wilde uttered the memorable line “technology and stuff” in describing the Colorado’s attributes, Chevy’s social media team worked quickly to turn the phrase “and stuff” into a positive and made it a viral hit. Chevy estimates the exposure it brought the new Colorado midsize truck to be worth $5 million.
Tony Cervone, GM’s new senior vice president of communications, is placing greater emphasis on improving the company’s social media presence.
“The social space -- online media, blogs, YouTube, the numerous apps, etc. -- is largely where key conversations are taking place and where content is shared,” Cervone told Automotive News. “We need to continue to learn how to engage in an authentic and relevant way. Having people on board who can help us bridge to this increasingly important space is critical to our long-term communications success.”