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5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

DealerRater Reviews now Available on Cars.com

DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

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How Social Media Cuts Both Ways

 

Social media seems like such an pleasant, magical journey for a business to embark on. Ask a mundane question on Facebook, tweet a photo of your lunch, and the world will love you (and ultimately buy whatever you’re selling). But social media occasionally causes instant public relations disasters – and these crises can rarely be controlled or contained.

Take Progressive Insurance, for instance. The insurance company is currently embroiled in a social media scandal that accuses them ofdefending killers to avoid honoring an insurance policy. The story set the Internet on fire, and Progressive’s Facebook page was flooded with pledges from customers to cancel their service. Here are some excerpts – just from the past hour:

“Your company sucks!”

“I will NEVER do business with this company because of their actions.”

“I am a customer – but not anymore.”

If that wasn’t bad enough, Progressive responded to the crisis with automated robo-tweets that stated, “We feel we’ve handled the claim within our contractual obligations.” Ouch – that one will cost you. The company is now under hot scrutiny that has caused many clients to terminate their coverage. Maybe Matt Damon’s character in The Rainmaker should have taken his legal insurance fight to the social media battleground.

If you think this can’t happen to auto dealerships, I’ll direct you to Timothy Martell’s recent Wikimotive post about Clay Nissan, which came under its own social media fire after terminating an employee just three weeks after she returned from brain radiation treatment. Now her relatives have started a boycott against the dealership using social media, which (as Martell puts it) “can make or break a business with equal aptitude.”

Realize that your actions can become an instant PR nightmare when broadcast over the internet, and make sure you monitor your social media and adequately respond to complaints and mentions.

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