Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

The Social Media Resolution

By JD Rucker on Jan 2, 2014

Social Media Resolution

Let’s keep this one short and sweet. If you run a business, you fall into one of four categories:

  1. Those who are using social media and seeing mixed or minimal results
  2. Those who have used social media in the past and stopped because they saw mixed or minimal results
  3. Those who have never really bought into social media
  4. Those who are killing it on social media

It’s easy for me to say that the last option is the one that just about every business should be striving towards, but the reality is that if everyone was in category four, it would actually mean that everyone was in category one. Despite the vast nature of social media, there is still a finite amount of room on news feeds, Twitter streams, and other visible portions of social media for businesses. It’s for this reason that I am glad most fall into the first three categories – it makes my job for clients much easier.

With that said, there definitely needs to be more in the last category and the likely reason that there aren’t is because so many fall into the second category. Whether on your own or through a vendor/guru hack, you’ve lost faith in social media. That was actually okay in 2012. It became less okay in 2013. In 2014, successful businesses will make it into category four or they’ll find it harder to keep their status as a “successful business”. Everything is migrating to include social as a major component. If you rely on organic search to drive traffic to your site, for example, you may will soon find that your traffic is dropping if it isn’t already. Google and Bing are betting high on social and they’re leaning towards social signals and page/profile quality as major components of their algorithm.

Search is just the start. This is the part that amazes me the most. There are local businesses that are spending thousands, even tens of thousands of dollars on digital advertising every month but they can’t seem to justify a couple thousand dollars to dedicate to a killer social media presence and integrated search engine optimization components. It’s the most trackable, tangible form of digital advertising and marketing – the smoke and mirrors required to try to prove value are gone (at least for some vendors/gurus). Make it real or go home – that’s what we’re faced with today.

In 2014, make it a priority to re-evaluate your position. Take a pitch or two. Read some blog posts. This isn’t about buying into a trend, though that alone should be pretty obvious. It’s about reading the writing on the wall – I see so many individuals who are active on social media, yet are unable to see the value of social media for their business. It’s not your fault. You simply haven’t been shown the real deal.

Find the real deal about social media. Your business success may depend on it.

Article originally appeared on Soshable.

Comments

That's why I love social so much. You can't hide what you are/aren't doing. In all points but the third one "never bought in" we can show them enough proof to pull them back in. I am so confused by the ones that still aren't at least curious. They can be won over but there are so many that get it and need our help that it's hard to justify spending much time "convincing".

January 2nd

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

  • Who You Don't Target is as Important as Who You Do Target with Advertising

    The automotive industry has always been one that focuses on volume. Even those who do not consider themselves to be "volume dealers" still perform better when they are increasing the total number of units sold and service customers hitting the racks. We've grown accustomed to the concept of "bigger is better". In today's competitive automotive advertising and marketing arena, the dealers who are finding the most success are doing so by being smart with their targeting data. The free-for-all days of the past that used bulk-strategies have been replaced by hyper-targeting, improved data, and the type of business intelligence that can only come through careful examination rather than hitting it with a sledge hammer. Today, dealers need to be selective. You customers are selective. You need to be as well. What I'm talking about specifically is the trend of blasting out marketing and advertising messages where size matters more than targeting. This is a mistake. You can actually do mor...Read post

  • Autosoft Announces New Nissan Integration

    WEST MIDDLESEX, PA – July 17, 2014 – Leading dealer management system (DMS) provider Autosoft, Inc., (www.autosoft-asi.com) has announced that the Autosoft FLEX DMS has been approved for integration with the new dealer communication system that Nissan is rolling out to dealers. "Our goal is to offer the advantage of strong integration between Autosoft’s FLEX DMS and the systems our customers use to manage a successful business," said Mark Hellbusch, executive vice president and chief technology officer for Autosoft. He stressed the integration approval’s strategic value to Autosoft’s Nissan dealership customers, saying, "We are pleased to be approved by Nissan for integration with their new dealer communication system and are committed to aligning with their roadmap so Nissan dealers will experience the most efficient processes possible."Read post

  • Spark Additional Revenue with Reputation Management

    It’s no secret that auto buyers are turning to online resources before making an in-store purchase. Today’s buyers are more informed and ready to purchase when they walk into their dealership of choice. This is because these internet-savvy shoppers are researching their favorite model, including options and availability, examining local dealerships to see who carries the model of their choice, and visiting review and social sites to gather other consumers’ opinions to solidify their decisions. Once this extensive research is complete, then buyers go to the dealership to test drive the vehicle. Sound about right? With these types of buying patterns, it is more important than ever for your dealership to make a good first impression. But, how do you make a good first impression on the internet? Believe it or not, there are plenty of ways to accomplish this, but today we’re going to focus on upholding a positive online brand image through reputation management of online reviews. ...Read post

  • Is it time for an individualized CRM for Internet leads?

    After working with my dealer for 3 years now I have come across an issue that seems to rear its ugly head quite often... the problem is that my co-workers and managers alike just don’t seem to we willing to embrace the idea that customers are coming from the internet. Because of this we are always spending our entire marketing budget on print ads, "Beacuse thats whats working!" "I have set to see google bring me a deal."  I would like to get some input on my thoughts out-side of my dealer. It seems that we are now entering of not already head deep in the world of online. But the leads that come in via online sources are non-emotional. We have no way to gauge their interest beyond the words they surrender to us in their inquiries and I feel that it is unfair to simply place these leads as part of a dealers active CRM lowering the stats of a dealer. I feel that if possible Internet leads require a CRM outside of the current systems dealers have in place, as we still cannot con...Read post

  • Sometimes It’s Better To Cut Your Losses

    I am sure many of you have heard about the recent customer service debacle involving Comcast over the past week. In case you aren’t familiar with what happened, a customer called into their service center attempting to cancel his service after almost a decade. He was transferred to a customer retention department and, unfortunately, was connected with a person who did the exact opposite. The customer’s patience during this call is amazing. The Comcast representative hounds him for almost 18 minutes (only 8 of which were recorded) repeatedly asking the same questions in his efforts to either keep the customer or understand why the customer was leaving. The customer eventually succeeded in getting his services cancelled, while the Comcast employee succeeded in doing more harm to his company than good. You see, this customer recorded the conversation and posted it online. Since July 14, over 5 million people have listened to this recording. Countless articles have also been written ...Read post

  • How To Sell 24 Cars Every Month Online By Appointment [Graphic]

    Car Dealers: Each of your BDC Reps or Internet Salespeople can produce 24 sales every month each, working by appointment, by following simple math!Read post

  • Content Marketing for the Innovative Dealership

    Dealerships are facing an uphill battle in the fight to reclaim search rankings from third-party listings, as well as the attempt to win customers through social media. For both automotive SEO and social media marketing, however, content is the single most important factor for overall success. You can optimize your dealership’s site to compete for certain keywords, but that’s only going to get you so far with Google. In order to truly impact rankings, you need to acquire links to your site. The absolute best way to do that is to produce content worth linking to in the first place. That is the essence of content marketing. What is Content Marketing? Content marketing is the art of creating high-quality content for the purpose of building awareness about a product, service, brand, or company. This is typically accomplished without employing sales tactics or openly pushing an agenda, unlike other forms of advertisement. The idea is to create content that your target audience ...Read post

  • Inbound Marketing: How To Win Customers By Influencing People

    Lead > Contact > Show > Sell (LCSS). That is the very definition of Automotive Inbound Marketing. Have you ever noticed that the vendors in the automotive marketing space who are minimizing the importance of leads are also the same vendors that have never been able to generate them with any success? Marketing is a conversation. The start of that conversation is a lead. If you’re relying on lot traffic alone, you are not maximizing your sales potential. By not seeking those conversations prior to the customer coming onto your lot, there is no way to know their motivations for being there. If you don’t know their motivations, then you are simply along for the ride. It’s much easier to sell a vehicle when you have information prior to the customer arriving, wouldn’t you agree?  The dealerships that understand the LCSS process are the ones who are selling more cars. Ask yourself this question: “In today’s connected world, how do you expect to compete if you ar...Read post