Why GM needs more stories and fewer stats to sell its case for aid.

Yes, some of the commentariat has jumped aboard. But doesn’t this dual refrain—reform pledges and the industry’s importance to the economy—sound familiar? It’s what we heard months ago to justify aid to the banks. (By taking executive jets to congressional hearings, auto executives even repeated the unfortunately serendipitous excesses of the financial sector with their expensive bonuses and getaway weekends.) Yet our financial fix seems to have mended little—while we and Congress have hardened to further threats backed up by big numbers. To secure longer-term public support, car makers need to truly connect.

And how better to create relationships between a big company and individual Americans in 2008? Social media! And yes, GM has social media Web sites, Twitter feeds, and strategies. GM’s Christopher Barger told The Big Money they were originally created to help GM celebrate its centennial and connect with its audience while also helping car enthusiasts link up with each other.