General Motors didn’t just halt Twitter advertising after Elon Musk bought the social network. The automaker’s CEO and vehicle brands haven’t even tweeted since.
Mary Barra last posted on Oct. 27, the same day that Musk closed his US$44 billion purchase, when GM’s leader retweeted a message from autonomous-vehicle startup Cruise LLC. Since then, Barra and GM’s consumer-vehicle brand accounts -- including Chevrolet, Cadillac, Buick and GMC -- have been conspicuously quiet.
North of the border, General Motors Canada has only tweeted replies to disgruntled and unhappy customers since about mid-October. As of Nov. 23, the automaker’s last tweet that wasn’t a reply came on Oct. 24. It’s a similar pattern at the automaker’s Canadian Chevrolet, Buick, Cadillac and Buick Twitter accounts.
The Twitter absence suggests GM’s retreat from the platform was more comprehensive than indicated when it joined other brands pausing advertising last month. The automaker said then that it would temporarily halt paid ads while trying to better understand the direction of the site under its new ownership.