GM has been through a reformation in the last few years—bankruptcy followed by an IPO for starters—facing changes that can drastically alter a company's relationship with its customers. That's why GM's social media campaigns are particularly important, says Mary Henige, director of social media and digital communications at GM. "They humanize the company," she adds. The automaker's "Faces of GM" video blog, one of three corporate blogs available to the public, literally puts company employees in front of camera to share insights and perspectives. (The company's "FastLane" blog, an old-timer in the blogosphere, debuted back in 1994.) While the company has large followings on both Facebook and Twitter, it actually pegs Google+ as its largest channel, offering photos, news and hangouts to over 1.3 million followers. Every Friday—known as "Fan Friday" to GM's social teams—the company changes its Facebook cover photo to one submitted by a customer. A 20-member customer assistance team monitors all of GM's social media accounts sevens days a week to answer questions or deal with complaints.
Wal-Mart retook the top spot, Berkshire Hathaway made the top five, and Apple grew enormously.