Cadillac scorecard: Keys to Luxury Automotive Social Media Use in 2010

Forum Strategies & Communications, a communications and outreach firm in New York has published a new study entitled “Luxury Auto Brands and Their Presence in Social Media”.

New Study by Forum Strategies & Communications and MH Group Communications Examines Social Media Presence of Global Luxury Automobile Brands
Luxury car makers are not maximizing the full potential of social media in their communications efforts, according to a new study announced today by independent New York-based consultancies MH Group Communications and Forum Strategies & Communications.
Read the press release >
Read the study>

The study considers Facebook friends, Twitter followers, YouTube channel subscribers & Flickr group members, with a growth-rate factor applied and ranks the various luxury automotive brands in this order:

1. BMW
2. Porsche
3. Audi
4. Mercedes
5. Cadillac
6. Lexus
7. Acura
8. Infiniti
9. Lincoln

The Study goes on to suggest Social Media goals for 2010.

Here is my scorecard for Cadillac against the “2010 Goals” in the report:

Twitter: I see General Motors and each division within GM participating on Twitter, so Cadillac‘s Twitter efforts should continue and accelerate.  As of this writing they have 747 followers for the “official” Cadillac twitter account, so plenty of room for improvement there.

Facebook:  Cadillac has a presence with 28K fans.  There are 4 Cadillac-related groups, but none of them appear to be actually run by Cadillac.   Cadillac probably needs a ‘friendly takeover’ for the main Cadillac group on Facebook.

Cadillac has a couple of channels on Youtube,  including Cadillac, and  My Cadillac Story , which suggests that more clarity is needed here.

Flickr : I see a lot of Groups that include Cadillacs, but I don’t know an “official” group for Cadillac on Flickr.  Lots of room for improvement here.

Overall:

Encourage and improve networking of fan and dealer sites to clearly tie back to the Official site and messaging to minimize “clutter” in the various social media.

Establish a Cadillac Flickr presence.

Solicit Dealer network involvement in driving traffic to Cadillac.com and Cadillac on Facebook, Twitter, and other social media.

Add Social media links on Cadillac.com so that fans can receive news and announcements.

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