Social Media on OEM Sites

As more OEMs accept and even embrace social media, a few have taken steps to bring that content into their brand Web sites. The Chrysler Group continues to show the greatest commitment which is evident from its YouTube and/or Facebook callouts on the home pages and model pages.

The Chrysler and Jeep sites go deeper with Experience sections that feature news and social media content. Chrysler’s section is unchanged from a year ago, but it remains the most complete social media showcase on any OEM site. On the downside, it feels as though Chrysler filters the content, which dramatically diminishes the authenticity that people expect from social media.

Jeep takes a different approach by focusing on several key content areas – the Jeep Experience page is comprised entirely of Flickr photos, while another displays a feed of Jeep-related tweets. The latter doesn’t feel real, either, especially given the lack of time stamps associated with each tweet.

Ford has a great central repository (separate URL linked from the OEM site) with direct links to its channels on Twitter, Facebook, etc. Ford is perhaps the most active social media OEM and it’s great to see a single access point. Unfortunately, there’s no similar venue for the Mercury and Lincoln brands.

Links to social media content don’t have to be complex. Suzuki uses unobtrusive chiclets that are always available in lower right, while Scion links to RS Connect, a Facebook campaign for Scion’s Release Series. Chevrolet and Cadillac link to Facebook from the home page and model pages and Cadillac also has a simple page of social media links.

OEMs are understandably reluctant to integrate content that they can’t control into their brand sites. But the OEM site is an ideal place to link consumers to further information – including social media – about the brand and its vehicles.

Tagged with: Manufacturers • Social • Website