2. Why do you think it is important for GE to engage with end consumers if it sells more to businesses? General Electric (GE) is an expert at digital media. The firm uses social media channels to display branded content, a type of promotion that blends advertising with entertainment. For instance, it developed the “GE Show” on YouTube consisting of episodes about GE technologies that affect our daily lives. Its “badass machines” board on Pinterest has pictures of the large machines GE builds. GE spends about 40 percent of its marketing budget on digital media.

While GE sells mostly to businesses, it recognizes that its products have a major impact on the average consumer’s life. As such, it is often the first to embrace new social media tools. When the video service Vine was launched on Twitter, GE immediately launched the “6SecondScience” series in which consumers were encouraged to film their own science experiments. Additionally, GE’s global director of digital content has organized “Instawalks” to bring popular Instagram profile holders to tour GE facilities, take photos, and post them onto GE’s Instagram account.