Share your automotive expertise

2 Write a Blog Post

Filed in: None

By JD Rucker on Feb 9, 2010

nada-logoAs was posted on one of the official NADA Blogs, the convention will be a social media "tipping point" for many. Dealers are ready to make the jump into Web 2.0 and what better venue to learn and choose a social media partner than in a place where EVERYONE is selling social media services? While it's a good idea to take advantage of what the NADA Convention presents as a place where everyone who has services will be pitching them, be warned: there are good ways and bad ways of engaging in social media, and both sides will be represented at NADA. Believe it or not, it isn't easy. As simple and straight-forward as social media as an entity is, there are pitfalls that dealers must avoid. Here are a few of them:
  • Mass Account Creation without Management - There are benefits to creating dozens, even hundreds of social media profiles to help cross-link and generate strong search engine reputation management potential, but there are also times when this can be a detriment. Stagnant accounts can be viewed poorly by engaged members and therefore cause negative responses for the dealers. If you can't handle the accounts (or worse, attempt to automate posts) you can do more harm than good.
  • AutoFeeds of Inventory and Specials - In the car business, we are so used to marketing and advertising by getting our names and vehicles out to as many people as possible. In social media, particularly on Facebook and Twitter, feeding inventory or specials as status updates is the easiest way to be labeled as a spammer. It's about conversation, engagement, and connections. Having a tab that has your inventory available on Facebook is fine, but feeding the items directly into status updates or wall posts will not only give you a bad reputation and make you lose fans and followers, it can even get you banned form the sites in extreme cases.
  • Cross-Platform Content - There's a right way and a wrong way to post content across multiple social media sites. Posting the exact same content on all of them is the wrong way. Here's a brief example of the right way: shoot a video testimonial and post it to YouTube, then embed the video on your blog with a few paragraphs about the experience, then post the blog onto your Facebook fan page describing what it's about, then post the blog, video, and Facebook update on Twitter at 3 different times. It sounds like a lot of work, but it's really only 15-30 minutes if done with the right tools, the right way.
  • Training vs Management - This is a personal decision each dealer must make. Do you want a service that manages your social media completely, one that trains you how to manage your own social media, or a hybrid that helps you manage your social media while giving you the freedom to do it all yourself sometimes while knowing that it will be taken care of if you're not available. Companies should offer variations of each - one size does not fit all in automotive social media.
There are other things to watch out for, but those are the biggies. I will be available for questions and consultation at the NADA exhibit hall in room W102A (one level down from the expo floor). We are holding social media workshops there with our partners at KPA. These are STRICTLY INFORMATIONAL - no pitching or discussion of products will happen during the workshops. For a complete schedule of our events, please check out the NADA Expo events calendar.

You must be logged in to comment

Login Create an account

Add your comments:


JD Rucker's Recent Posts

Related Posts

  • The Good, The Bad And The Ugly

  • Many notable performances in Candlelight’s ‘Mame’

    Many people have that one aunt – the one who can be counted on for fun and crazy times. The aunt who will drop everything and throw a party for no reason or who can turn almost any event into a party. Candlelight Theatre’s current production of “Mame,” (music and lyrics by Jerry Herman and book by Robert E. Lee and Jerome Lawrence), directed by Jim Reed, thoroughly explores the relationship between just such an aunt and her orphaned 10-year-old nephew. “Mame” was based on a novel by Patrick Dennis and the play “Auntie Mame” by Lawrence and Lee. In the opening, Patrick Dennis and his nanny, Agnes, travel to New York to meet his flighty aunt, Mame, whom he will be living with after the death of his father. Agnes and Patrick arrive at Mame’s apartment in the middle of a lavish party, fully of eclectic people. Agnes is hesitant to leave Patrick is such a potentially unstable environment, but is soon won over by Mame’s enthusiasm and charm. Mame’s mission is to live...Read post

  • This Week in Social Media

    Keep your customers in mind when you’re posting updates to your social accounts, and you’ll be sure to keep them coming back for more. No one wants a social media feed that’s log-jammed with nothing but sales pitches and offers, so instead, provide quality content that offers information on relevant topics of interest. Check out some tips to get you started when it comes to posting information that keeps your followers interested and looking for your online content...Read post

  • Don’t Creep Out Your Shoppers

    Many consumers don’t know why, but they do know that every time they reach out, their phone blows up with sales calls or they start receiving emails containing information about exactly the products they’ve been looking for—even though they haven’t communicated that information directly to you. Since your dealership may be able to gain insight into the consumer journey without individual shoppers handing the specifics to you, it’s important to approach the situation correctly and delicately in order to bring potential customers to your dealership instead of sending them running in the opposite direction. In order to approach your target consumers in a strategic manner, here are some tips to keep in mind...Read post

  • In this Age of Extreme Political Correctness, Should Businesses Care?

    If you’re on any social media platform, there’s no doubt that you’ve seen or heard of a multitude of topics where someone somewhere was offended. Not counting obvious religious, political or other volatile topics - there are many that seem, well, baffling. Take for example, the University of Ottawa’s decision to cancel its yoga class over concerns that cultural issues could offend students. Another recent example involved Starbucks decision to remove Holiday words and symbols from its traditional red cup which quickly went viral with detractors claiming that Starbucks hated Christmas. Target got into a mess recently with a Christmas sweater they sell that has the words “Obsessive Christmas Disorder” on it. People called them insensitive to those with mental health conditions. There are far too many examples of this recent phenomenon of unintentionally causing offense infiltrating and dominating social media conversations.   It’s a given that you can’t make everyone...Read post

  • Recall Masters Launches New Website: A One-Stop Source of Automotive Recall News, Data, Training and Communications

    Recall Masters, Inc., a leading provider of automotive recall news, data, training and communications, today announced the launch of a brand new website for the automotive industry. The company recently expanded its solution to multiple automotive businesses, including automakers, factory authorized dealers, pre-owned car dealers, fleet operators, rental car agencies, auto auctions, marketing agencies and other potential vendor partners. The website has been redesigned and expanded for more efficient navigation and to better explain all of the company’s solutions and product offerings. The site has also been built to fill a void as far as information and resources concerning automotive recalls. It is designed as a one-stop source of automotive recall news, information, marketing, training and other resources. Automotive businesses can visit the site to leverage the industry’s most comprehensive source or recall owner information for most every major auto make, get updated on all the latest news, and even request a free open recall report, tailored for their market area. Other educational resources include a recall communication sample, recall estimate by distance, recall summary report, Recall Masters Academy best practices curriculum, and company’s may request a free trial of the software services including API access and Inventory VIN Check. Read post

  • Want to Know Why Consumers Don’t Trust Us?

    The reason that consumers don’t trust us is simple… the messages we send them aren’t believable.   Point in case: Doug Demiro, a former manager of Porsche Cars North America, and now author of a popular column on automotive website Jalopnik, answered a reader’s question in his column that illustrates this point very clearly.   The question essentially boiled down to this: “Do those letters and e-mails from dealers saying they really want your trade-in actually mean anything? Do dealers really want your trade-in? Are they going to pay top dollar for your vehicle because they have some customer who desperately wants it?”   His answer: NO   Go ahead and read the article. It’s pretty much how consumers perceive these offers. The comments are also rather entertaining. It’s all consumers sharing experiences in which they received a similar offer and actually wanted to take the dealership up on it -- until they found out the dealer couldn’t deliver, or that the...Read post

  • Personalize Onsite Content for Users

    While marketing messages may fluctuate, most websites stay fairly static in terms of their offerings.  Different things may go on sale and different promotions may be featured on a site's home page or specials page, but rarely are those messages tuned for specific visitors.  However, it can pay to create custom onsite content intended specifically for each potential customer. Personalising onsite content amounts to having a site's images and copy change dynamically based on a user's cookies and browser history.  If a user has been searching for "cheap" items, showing a special discount to them might be more helpful, while someone that's been to a site already might want to be shown the last thing they were looking at.  Right now, this can be achieved with software.  In marketing, personalized content can be indirectly achieved via SEO (Search Engine Optimization) and directly via SEM (Search Engine Marketing/Pay Per Click). If a site isn't set up effectively to allow installing ...Read post