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

  • How Much Is Your Branded Content Worth?

    It’s widely accepted that content created by third parties in general holds more value for businesses than content they create themselves. Many have felt that consumers better trusted product information and reviews written by neutral persons. According to new research by Vibrant Media, however, that thought process may no longer be the case, if it ever was. The Vibrant study included 1,000 Americans between the ages of 13 and 64 and revealed some interesting data that should serve as a wake up call for brands. Some of the study’s key finding includes: “…one in three consumers rate the advertiser’s own website as the most useful source of information after seeing a product.” “Sixty-four percent stated they were receptive to brand images, and 57 percent were receptive to video.” “Forty-six percent stated they were receptive to articles written by brands.” According to an article about the study, published on the Content Standard, “the majority of US consumers...Read post

  • Get Your Dealership On The First Page of Google

    With less than 8 percent of online search traffic making it to the second page of Google search, it’s clear that search ranking matters now more than ever before – but it also can take time to get up to the coveted first page of Google search.     When considering investing in SEO and PPC, many dealership owners are eager to know how to get on the first page of Google, and “how” to get the top ranking on a search results page. They want the satisfaction of being able to win instantly, but it's not always so easy.     The short answer is, “no one really knows” – not even the people who work for Google. But rather than just leaving it as a blank answer to a very difficult question, let’s investigate the reasons behind the response.     Unfortunately We Aren’t Google     In addition to their periodic major updates, Google also has a fresh batch of smaller updates that are constantly causing small fluctuations in rankings. They also have much deeper up...Read post

  • NextGen Group Emerges at NADA Conference

    From witnessing inspirational talks to walking the halls of Congress, the National Automobile Dealers Association’s conference in Washington, D.C., from Sept. 8-10 was an enormous success, especially for our industry’s emerging leaders: the “NextGen” contingent. NADA has a legislative conference each year dubbed, appropriately, the “Legislative Conference.” It is represented by a “Who’s Who” of the NADA: the board of directors, state association presidents, influential dealers, and the association’s executive team. But this year came with a twist. For the first time in the conference’s history, NADA changed the event’s format to specifically include the NextGen group – the emerging leaders in automotive retail. Since this was truly a special occasion, and because I was fortunate enough to attend, I want to share my memorable three-day experience with others in the industry. Background… The inaugural NextGen event was named the “House of Cars,” a pun...Read post

  • Changes in Car Ownership Patterns: Navigating the New Landscape

    No doubt about it: the patterns of car buying and car ownership have changed. Six years after the Great Crash of 2008, the wobbly recovery still hasn’t found its way into most consumers’ wallets. The result? Older cars are spending a longer time on the road before being replaced. The reason? Changing consumer demographics. New car ownership, once the ultimate baby-boomer status symbol, has become insignificant among the younger generation, with the 18-to-34 crowd preferring to spend their $200 billion in annual purchasing power on high-tech gadgetry rather than a new set of wheels. Faced with an extended bout of unsettled economic times plus a generational shift in consumer habits, many auto dealers find themselves at a loss as to how to respond. In today’s blog, we’ll discuss how dealers can thrive and benefit from longer-term car ownership, by uncovering the trends and discovering what is truly fueling them and staying on top of what is in your control: satisfying customer need.Read post

  • Mike Martinez, CMO of DMEautomotive, to Present at the 2014 DrivingSales Executive Summit; and DMEa Selected as a Finalist for the 2014 Innovation Cup

    Mike Martinez’s presentation, “Smartphones and the Purchase Game,” was selected by a panel of auto dealers; joins an agenda that also includes keynotes from digital expert and best-selling author Brian Solis; SEO ‘Wizard’ Rand Fishkin; eMarketer’s lead digital auto analyst, Mike Hudson; Kellogg School of Management marketing professor Florian Zettelmeyer, and online marketing pioneer, Bryan Eisenberg     Daytona Beach, FL – September 30, 2014 – Mike Martinez, CMO of DMEautomotive, has been selected to present at the sixth annual DrivingSales Executive Summit (DSES), the most authoritative profit-building event for innovative dealers. Martinez’s presentation, Smartphones and the Purchase Game, joins an agenda that includes keynotes from digital expert and author Brian Solis, SEO “Wizard” Rand Fishkin, eMarketer’s Lead Digital Auto Analyst, Mike Hudson, Kellogg School of Management Marketing Professor Florian Zettelmeyer, and Managing Partner of Eisenberg Hol...Read post

  • 8 in 10 Dealers Agree the Ideal Sales/Finance Process Should Be Two Hours or Less

    New dealership survey from eLEND Solutions underscores pain points for dealers in Sales/F&I process; 80% report their Sales/Finance process takes two hours or longer   Mission Viejo, CA – September 30, 2014 – A new survey of dealerships* from eLEND Solutions underscores what most dealers know already, that the sales and finance process takes much longer than it should:  80% report their process goes on for two hours or longer and 40% report three hours or longer - while a whopping 82% of dealers say the ideal end-to-end process should take two hours or less.     Survey of dealers shows disconnect between what they think ideal length of the sale/F&I s process should be and what it currently is: How long do you estimate the start-to-finish (sales/financing) transaction takes for your dealership(s)? Ideally, how long would you want your sales & financing process (show to final close) to be? 80% 2-5 hours 82% ...Read post

  • Breakouts In Your Back Pocket - How Podcasts Can Educate Your Team All Year Long

    With what is affectionately known as "Conference Season" in full swing, you can hear a lot of talk about "which conference are you going to? As I type this - the DrivingSales Executive Summit is under 2 weeks away.  It runs October 12-14 at the beautiful Bellagio in Las Vegas.  I'll be there -- and if you're going (why wouldn't you? seriously?) - make sure you look me up - I'd love to say "hi!" With an agenda chock-full of the best and brightest both in and out of the industry, this is a "can't miss" conference. (In a bit of shameless-self-promotion - if you are going to DrivingSales, make sure you clear your schedule for Monday at 3:25 PM & swing by my breakout session with my General Manager, Andy Guelcher to learn how Dealership Culture Directly Relates to Profitability). But what happens after "Conference Season" is over? Where do you as an automotive professional turn for cutting edge information? One place is the quarterly DrivingSales Innovation Guide. But if you're anyth...Read post

  • Grass roots advertising

    This year we decided as a dealership to become more involved in events in the community. We came up with a budget for this and jumped in! We are sponsoring the local auto race track and participating in other events in the community. We have participated in 5k events as well as relay for life. we try to do one event per month. We feel that this grass roots adveertising is worth so much....not to mention that it is nice to be involved with events that are good for the community.  We also tie this in to our social media efforts as well. We always have some type of game that people can play and win different prizes.  I am looking to the driving sales community for more ideas for this type of marketing. ...Read post