General Motors on Tuesday plans to unveil a redesigned social media and networking site that will feature executive blogs, user-generated content, and social networking tools. The relaunch of GMnext.com, as the site is called, is part of the automaker's effort to connect with younger car buyers who use such Web 2.0 tools in their everyday lives.

"It's hard to put a specific dollar value on this, but it's something we have to do," said Natalie Johnson, GM (NYSE: GM)'s social media manager, in an interview after she spoke Monday at the MIXX Canada digital marketing and advertising conference in Toronto

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