Community

Share your automotive expertise

2 Write a Blog Post

Filed in: None

When is it Right to Hire a Third Party for Social Media?

By Jim Bell on Jan 18, 2013

We all know there is a big push for getting social in the automotive industry, but when is it the right time to hire a company to oversee you social engagement? There are a few companies out there that will oversee your social marketing, but you have to be careful who you choose and how they spend money to gain likes, followers, etc. 

What prompted this post is a post from one of the more well known companies out in the industry. They posted a link that was obviously promoted within Facebook and it looks like a disaster when you dig into it a little bit. On the surface it looks great! They have over 1100 likes on the post and 5 shares, but when you look at the comments and who liked the post, it's a mess. All of the comments are in a foreign language. When you click on who liked the post, it is a ton of people, but a good portion of them are from overseas and have 25 character plus names. 

DAS2

So how do dealers get true likes to their Facebook pages that will actually engage? 

1. Ask your customers at delivery to like your page. 
2. Ask your customers at delivery to like your page. 
3. Ask your customers at delivery to like you page. 

Yes, you can run promoted posts, but you will see a lot of the same results that this company saw. I have tried it myself, and saw similar results. I was thrilled to see there were 60+ likes on one of our dealerships posts, but I dug in a little, and saw something similar. 

If you want to get social, do it yourself, or with someone that you know and trust. Get involved with your posts. Yes, you can do some advertising, but make sure that it is geo-targeted. If you don't geo-target the ad, you may end up with a lot of likes from 3rd world countries. 

What processes do you have in place to generate more likes on Facebook or followers on Twitter?

Comments

Jim - such strong points. Thanks for sharing this.

Again, we're talking simple structure with regards to how your attack plan is designed. There is no short cut method - other than creating absolutely incredible content. Sure, everyone will tell you the same things, but if it was easy, we'd see a lot more incredible content out there.

Push the needle and make something remarkable - that's what gets shared, liked and commented on.

Jan 18, 2013

I think it's interesting that the company took over 15 hours to respond to the 'spam' on their pages. I have always been leery of promoted posts and this just justifies my thinking on this. Keep it pure and in house.

Jan 18, 2013

This is a black eye on SMM providers that are doing it right.

Jan 18, 2013

You are right there Joey.

Jan 18, 2013

Jim, thanks for the share. Great Post.

Jan 18, 2013

Thanks for sharing this, Jim. This is a remarkable find, but also pretty unsurprising. As we move forward, I'm guessing we'll see more pushback against organizations who choose to farm out their social and more loyalty for the ones who keep it personal.

Jan 21, 2013

Comments 1 - 6 of 6

You must be logged in to comment

Login Create an account

Add your comments:

   

Jim Bell's Recent Posts

Related Posts

  • Dealers: Don't Ignore Online Reviews

    Trust is your business’s biggest asset today. With the ability to easily publish reviews of businesses, products, and services, customer satisfaction is more important than ever before. Because one of the first things a potential customer does before visiting you in person is search for reviews online. Let’s take a look at how they’re being influenced by those reviews and what you can do to improve your business’s online reputation.   The Effect of Online Reviews on Customer Perception There’s no denying the effect an online review can have on the perception of customers. Studies prove that both positive and negative reviews have the power to influence a shopper to make a purchase or look elsewhere. On the automotive side, customers are test driving fewer and fewer cars and visiting only an average of 1.8 dealerships before making a purchase. In fact, one study found that 40% of car buyers visited only one dealership. That same study, conducted by DME Automotive,...Read post

  • 10 Stats Your BDC Should Live By

    ​For inbound marketing, leads determine success. The assumption is that the higher the lead volume and percentage, the higher the sales and service volume. All too often, these do not go in step with each other. Below we identify ten statistics that are the main cause of increased lead quantity not equating to increases in appointment shows and sales.   1. Setting an appointment at the time the lead is converted will increase show rate 37 percent. – This seems like a no brainer, doesn’t it? If the customer commits to the appointment at the time they submit the lead, there is a very powerful psychological affect.   Step 1: Lead Submitted   Step 2: Appointment Made   2. 37 percent of all automotive leads are never responded to. – WOW! That is a scary stat! When you consider that the real average cost of afirst-party lead is close to $100, for 37 percent to hit the floor is absolutely unacceptable. By “responded”, we simply mean that a call is placed from the d...Read post

  • J&L Marketing Announces New Company President

    FOR IMMEDIATE RELEASE Contact: Cathy Dupont Assistant, National Accountscdupont@jandlmarketing.com (800) 346-9117   J&L Marketing Announces New Company President Jamil Zabaneh brings to new role years of experience as Vice President of National Accounts LOUISVILLE, KY (July 30, 2014) – J&L Marketing announced today that owner and former president Scott Joseph will be taking on the role of CEO of the company. Joseph has named Jamil Zabaneh as the new president of J&L Marketing. Founded in 1991, J&L Marketing has grown under Joseph’s leadership from a 2-person company located in a 250 square foot office to a 98-employee, multi-million dollar organization that includes two Louisville office locations and an in-house printing facility. Over the years, the company has expanded its multi-national market reach and built up its products to include direct marketing campaigns that encompass email, direct mail, video, social and digital advertising. Today, J&L Marke...Read post

  • A Simple Solution to Showrooming

    Bob is on his lunch break. Lately, he has been drooling over the latest high-tech camera so he decides to make a quick trip to Best Buy to check it out. He walks into Best Buy and heads to the camera department. Once there, he finds the camera on display, but no employees are in sight to explain it to him. He picks it up, plays with it for a while and decides to buy one. With limited time, Bob rushes back to his office. As he settles back at his desk, Bob surfs over to Amazon and finds the camera to read some reviews. The glowing reviews, combined with the fact that it’s a few dollars cheaper, make him pull the trigger and order one from Amazon. CNBC ran an article recently on the results of a new study by Gallup, “The State of the American Consumer.” In that report, “Gallup research has shown that customers only shop based on price when price is the only thing that separates competing offerings. In other words, customers shop based on price when there is no emotional conn...Read post

  • Fixed Ops: The Scramble for Technicians Begins

    In May I wrote a blog article explaining how employee retention in service will become increasingly important due to many factors. Apparently, that’s becoming true faster than even I thought. Automotive News published an article last week reporting that AutoNation and the Asbury Automotive Group are indeed discovering that skilled technicians are becoming harder to find. “In terms of roadblocks, obviously the biggest single roadblock, if you have facilities in place, would be the number of technicians,” said Michael Kearney, Asbury Automotive Group’s executive vice president and COO. Mike Jackson, AutoNation’s chairman and CEO agreed, stating that “it has proven difficult to hire qualified technicians.” While some of this increased demand can be attributed to the tens of millions of recalls that have been issued this year, some also has to do with a desire to expand the dealership’s service offerings. According to Automotive News, Asbury has chosen to create their own...Read post

  • Bdc.....are we doing it correctly?

     We have an inhouse BDC at our dealership. The bdc sales reps are responsible for taking all of the inbound sales calls. They also do followup on the fresh ups and internet leads that we get. These reps will also call clients that are in equity situations as well. Once they have a client interested they set appointments for the sales force.   My service bdc reps take inbound service appointment calls. They also confirm every appointment as well as contact any clients with recalls. These reps also do survey calls to every customer the day after the client comes in.   We feel like we do a good in this departtment but I am looking for input from the driving sales community.   ...Read post

  • 7 Steps to Overcome Shopper Distrust

    There’s an on-going struggle in the dealership community for winning a shopper’s trust.  Why? Because shoppers have a pre-conceived idea about what they will expect when arriving at a dealership. They expect to be the prey. They expect your sales team’s hawks to swoop down and engulf them in persuasive techniques. They expect that they will have to haggle their way to a better price. All of these expectations are bottled into a stereotype, which is fueled by the stories from parents, friends, and coworkers…and the media. So how do dealerships overcome this stereotype? How do you get shoppers more comfortable with the experience of buying a car from YOUR dealership?   Step 1: Be personal. The more automated your communication is, the more shoppers will feel like you don’t care about taking the time to learn about their wants and needs. And if a lack of individual attention happens in an email - what makes them think they’re going to be treated any differently when t...Read post

  • Relationships are key, so let me introduce myself.

    Hello Driving Sales community, relationships are vital in life and especially in sales. And this is why I wanted to take a minute and introduce myself. My name is Dustin Lyons, and I am the founder of Prospect Bomb. I have actually been a member of the community for a while now and have enjoyed participating in the forum conversations and blog posts, and learning from all of you as well. This is a great community and great way to share ideas and successes.Read post