Here's How GM Uses Social Data to Improve Cars

Brands employ Twitter and Facebook feedback in new ways

When owners of the new Chevrolet Trax drive off lots in January, they will comment on everything from its built-in WiFi to its trunk space on Facebook, Twitter and auto blogs. Like all marketers, General Motors will keep an eye out for recurring complaints about features; but unlike most, the carmaker will troubleshoot and make alterations at its factory in real time.