Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

Always Keep Your Eyes Open for Social Media Opportunities

By JD Rucker on Dec 22, 2012

Opportunities

“I sit down at the computer and think of things to post on social media.”

This is the problem. It’s the challenge that faces many dealers as they try to explore new ideas to post about on social media. They have “social media time” set aside, and while this is good to schedule and maintain, it also allows people to miss some of the best opportunities available in social media.

It’s what happens in the day to day affairs of a dealership, the things that come to us when we least expect it, that really makes for strong social media posts. Dealers all too often try to come up with their social media posts while they’re at their computer and fully in “social media mode”. This is a mistake.

Social media is a reflection of life. In business, it’s often what happens at the dealership every day that makes for the most interesting social media posts because it is during these times that the reflections of real life actually occur. Examples:

  • The happy customer who is really excited about their new car (beyond what we normally look to for testimonials)
  • The employee who’s going to be playing with their band this weekend at a local bar
  • A great coffee mug that an employee brought in
  • An interesting quote from someone at the store
  • A random thought that pops up in your head that is both relevant to your business and interesting enough to share

These all seem simple. They seem like they’re mundane aspects of life. They are. That’s a good thing. Find the little things that happen every day and make them interesting through creativity while in “social media mode”.

If you walked around the store or simply chatted with people throughout the day, both customers and employees, you’ll be shocked to find what kind of interesting things are happening at the dealership at that very moment. Take notes. It could be as simple as pulling out your smartphone and hitting the voice-recorder to get the ideas in a safe place for when it comes time to “do” social media. It could be recording a video at that very moment or shooting a picture of the scene. There are lots of choices available to us through the various technologies at our fingertips. Often, it’s just a matter of staying in “social media mode” at all times.

The best social media posts are natural. If you keep your eyes open for the opportunities, there will be nothing blocking you when it comes time to make the post itself.

* * *

Opportunities” image courtesy of Shutterstock.

Comments

The main issue I see is that many Dealers look to their posts with the objective of getting shares or likes. Though that cat picture may elicit more shares than the pic of your Service writers new baby the engagement levels are not the same. To be Social means you must be identifiable and real...and a little vulnerable.

Dec 27, 2012

Comments 1 - 1 of 1

You must be logged in to comment

Login Create an account

Add your comments:

   

JD Rucker's Recent Posts

Related Posts

  • Leverage Social Advertising to End Summer with a Sizzle

    Believe it or not, the world of advertising is changing. NADA reports that during the last decade, there has been a 30% decrease in newspaper advertising and a 30% increase in internet adversiting.* Do you find some of the same trends in your advertising spend? If not, it may be time to reevaluate your advertising approach. The average American doesn’t consume media like they did before; they aren’t looking for mass-marketing advertisement, but rather a direct one-to-one approach. Like any advertising, you want your efforts to return the highest ROI and spend as little as possible for as much brand exposure as possible. Since Americans are spending more and more time on their social media networks, this could be the shift in internet advertising spend you’re missing out on. With social advertising, you’re able to reach more people than traditional radio or print, stay in front of your target audience through ad criteria, spend as little or as much as you deem appropriate – ...Read post

  • Location Matters in Your Advertising Choices

    Dealers often ask us whether they should be using this service or that product to get their message out to the masses about their dealership. Should we increase our PPC budget? Does direct mail still work? Is social media a waste? Is SEO dead? Do people still read newspapers? In the vast majority of cases, the answer is not about “how” they should be advertising. It’s more about “where” they should advertise in order to achieve the highest return on investment. They All Work… Somewhere Despite reports that have been circulating for a decade about the demise of newspaper advertising, our analysis has shown that it can still be effective in certain places. This is probably the starkest example of data trumping intuition and rumors in the world of automotive advertising. For example, the Boston market is one of the most tech-savvy in the country with a high preference towards digital advertising over traditional. This might be interpreted as a prime location for dealersh...Read post

  • Announcing Finalists for DSES Dealer Best Idea Contest

    This contest is a highlight for many attendees and you won't want to miss it this year. It's inspiring to watch 5 progress dealership executives compete head-to-head on forward thinking ideas they've implemented to sell more cars. We can't wait to see the results each finalists has produced for their store...the dealer panel will have a tough time deciding on a winner.Read post

  • Understanding the Data ‘Deep Dive’ that Drives Dealer Decisions

    Check your email. There’s probably a report or two that has hit your inbox since yesterday that was filed away in a “to do” folder of some sort. The digital age has given us access to so much data and so many reports from the vendors that help us advertise our dealerships that it can be a full-time job simply deciphering it all. It isn’t just the time allotted that causes challenges, either. Much of the data we’re given requires concentrated exploration in order to find those hidden gems that can guide a dealership’s marketing path. We know it’s important, but making sense of it all can be too time-consuming. The good news is that most dealers are in the same boat. They’re all getting too many reports that are too big, too confusing, or both. As easy as it is to file the reports away for “light reading” over the weekend, it’s important to perform regular deep dives into the data in order to make the most educated decisions about your advertising spend. Knowin...Read post

  • Data Breaches: Why Dealers Should Be Concerned

    Earlier this month, the New York Times reported that a crime ring in Russia has “amassed the largest known collection of Internet credentials, including 1.2 billion user name and password combinations and more than 500 million email addresses.” The newspaper quoted data security expert Alex Holden, founder of Hold Security, as warning that hackers “targeted any website they could get, ranging from Fortune 500 companies to very small websites.” In the last year, we have seen more data stolen from retailers than ever before. It seems as if every week we’re hearing of yet another company that might have compromised our personal data. While the Times reports that this crime ring seems to be using this data to simply hijack email and social media accounts, it does acknowledge that the sale of personal information, including Social Security numbers and other personal information, would be much more lucrative. Dealers may think that car dealers are less likely to be targeted by...Read post

  • Random Acts of Generosity Can Build Loyalty

    Finding a lost earring in the jewelry box, discovering the old autographed Tom Seaver baseball card when you clean out the attic, and learning that the shirt you are about to pay retail for is discounted, are all pleasant surprises.  How about walking into your bank and having the ATM talk with you and then give you a gift for being a customer?  Could that surprise highlight your day?  Such was the case during a special July day at four TD Canada Trust branches, according to this article.  Many customers received a $20 bill, but for some customers, the trip to the bank was much more rewarding. One lucky customer landed an opportunity to throw out the first pitch at a baseball game. And another got to take a trip out of the country to visit a sick family member. You shouldn’t need to go far to hear a “thank you” when you visit the bank, the grocery store or your favorite neighborhood restaurant.  But when was the last time you were thanked in an unexpected way?   Your de...Read post

  • How to Properly Promote Yelp in Your Dealership

    What is your dealership doing in store to drive traffic and attention to your Yelp listing? There are many ways to ensure your customers know that your dealership has an active presence on Yelp and to encourage them to share their feedback. Read post

    By Cobalt on August 20, 2014

  • Manufacturers’ Lists To Connect With Your Next Sale

    Using the information from a manufacturer’s list, a good automated marketing solution can create personalized campaigns for individual customers. You control what you want the solution to look for. Want to run targeted ads based on vehicle purchase date? Last maintenance appointment? Vehicle model? It is possible to create campaigns based on almost anything, and the marketing automation solution sorts out which messages would be most relevant to which customers.Read post