To the dismay of many, General Motors elected to shutter its Hummer brand during its 2009 bankruptcy. Wile new Hummers may no longer be rolling off the line, there are still plenty of Hummer fans and enthusiasts. That’s why GM’s move to give its fans administrative access to the Hummer Facebook page makes perfect sense.
According to two independent GM Authority sources familiar with GM’s social media plans, the now-Hummerless automaker will soon hold a contest on the Hummer brand page to determine the first fan (or set of fans) to be granted administrative rights to the page. Based on Facebook’s admin functionality, the chosen fan will then be able to grant selective access to others.
Currently, the two most recent official updates (read: those from Hummer) on the Hummer Facebook page read:
WANTED: Ultimate HUMMER fan. Must embrace social media and the HUMMER culture. Application process begins in November 19. Stay tuned to the HUMMER Facebook page for more details.
Are you the ultimate HUMMER fan? Do you love social media and discussing the HUMMER legacy with other die-hard fans? Then stay tuned. We have an announcement you will surely be interested in.
GM Authority reached out to GM for comment or confirmation of the new initiative, but did not receive an answer at time of publication. We will update this story once we hear back from the fine folks at The General.
The Hummer page has over 283,000 likes and is updated on a regular basis.
The GM Authority Take
Empowering fans with access to the page about the brand they care deeply about is an excellent way to preserve any brand on Facebook, the world’s largest social media network, especially one that’s been discontinued. Logically, no-one cares more about a particular brand than its biggest fans — and it should be expected that, with proper training and best practices, the fan-led page will be in good hands. Of course, it’s likely that GM itself will stay on as an admin of the page, as well.
In addition, this is the first time that we know of that a brand has given their fans admin access to a Facebook page — marking a significant landmark in the world of social media. We also expect GM’s other discontinued brands, including Saturn, Pontiac, and maybe even Oldsmobile, to follow suit with fan-led Facebook pages.