General Motors’ Chevrolet has tapped Craig Daitch as senior manager for social media, in charge of creating content supporting the brand’s new-vehicle launches, racing activities and communications initiatives.
Before joining GM, Daitch was vice president of digital marketing strategy at SapientNitro, where he was responsible for overseeing the Fiat Chrysler Automobiles account. Prior to his SapientNitro stint, Daitch was a social media manager for Ford, managing its social media activities and car communications in North America.
Ford has been regarded as an early social media adopter, known for using this Internet platform to build awareness of new vehicles like the Fiesta and C-Max. Daitch told Automotive News, saying that social media has changed the way the auto industry approaches access to “their brand, their business and the consumers they seek to build relationships with.”
Chevrolet’s social media team was credited of turning an awkward phrase describing the Colorado into a viral one. During the World Series MVP ceremony, regional zone manager Rikk Wilde said the now-famous phrase “technology and stuff” while describing the Colorado’s attributes.
That initially did not sit well with the public until Chevy’s social media team turned the phrase “and stuff” into a positive. That increase the exposure of the new Colorado midsize truck to around $5 million.
According to Tony Cervone, GM’s new senior vice president of communications, the social space is largely where “key conversations are taking place and where content is shared.” He told Automotive News that there is a need continue to learn how to engage the social space in an authentic and relevant way.