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GM And Audi Expand Their Soft Boycott Of Twitter By Pausing Posts


After Elon Musk’s $44 billion Twitter takeover was made official, several automakers temporarily stopped paying for advertising on the social network. Now, it seems that a few brands are skeptical enough about the new ownership to have stopped posting completely.

This week, the VW Group reiterated its position that all of its brands should halt all paid activities on the social network until further notice, reports Autonews Europe. Audi, meanwhile, appears to have taken it a step farther, and has not posted on Twitter since November 1, while Audi USA last posted an original tweet on October 28. General Motors seems to have taken a similar step as well. While it, too, announced that it was pausing paid advertising on the network, that was just the beginning.

More: Stellantis Temporarily Cans Twitter Ads After Elon Musk Buyout

All of the American automaker’s customer-facing brands, such as Chevrolet, Cadillac, Buick, and GMC, have not posted original tweets for most of the month. They are joined by GM CEO, Mary Barra, who has not posted since Musk took over Twitter.

“With a competitor owning the platform, it’s important for us to ensure our advertising strategies and data can be safely managed,” GM told Automotive News, adding that it is “just one of many channels available” to the company.

For instance, Barra has continued to post regularly on LinkedIn. In addition to its data, though, GM may not want to support Musk who owns Tesla, the world’s biggest electric vehicle manufacturer, because it, too, plans to go all-electric by 2035.

Not all interactions are being banned on the site, though. Even Audi and GM’s brands are interacting with customers when they tweet at the company. While that may point to a way forward for brands who want to continue interacting with customers while minimally supporting Musk, it’s also a reminder of the continued influence the social media network wields.

Not all brands are giving up on the Twitter, either. Within GM, BrightDrop and Cruise have continued tweeting. GM president Mark Reuss, too, is still using the app. Ford, Honda, Toyota, Nissan, BMW, Mercedes, and other, too, have continued to use Twitter organically.


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