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Chris Costner

Chris Costner Account Executive

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Get Real

 

I doubt there will be any argument from anyone engaged in social platforms that they are finding themselves pursuing topics and posts of interests from others they know.  I find myself doing it numerous times a day on a very broad spectrum of topics.  Why do we do it? What compels us to click that link our friend or family member posted twenty minutes ago? The number one reason hands down that link was shared or liked is content and for dealerships today, this means we all need to work a lot harder to engage with their audiences with our social content.

I started thinking about social efforts or the lack thereof and cannot stress enough that there has to be a plan in place especially with the content we deliver.  Without one, I can promise the results will be wasted efforts and we all work too hard for that to happen. If we want our dealerships and brands to be more relevant in the social community, we need to deliver genuine content that will connect to our audience without coming across as too promotional or pushy.  If your content is right in your social platforms, it will definitely be more effective than any traditional website because of the peer interaction and word of mouth.  Please understand I am not saying social is the only medium we need to focus on, but for those in the game, this approach is key.  Always make an effort to deliver your content in a conversational manner, which will increase audience engagement from those who find interest in it.  If you find little engagement with your posts, they may be coming across as too promotional.  Without any conversation, you have nothing.  So don’t think just because you posted something to Facebook, Twitter or any other platform that it is reaching other’s interests. 

Here are a few ideas to help deliver the right content:

  • Make sure your content is genuine and tells a real story.
  • Know your target audience.
  • Avoid being overly promotional.
  • Don’t over complicate and keep it short. Quicker your audience can view and understand the better.
  • Keep a conversational tone.

Remember that our dealerships and brands are best known with our social presence online.  It’s time to get real with our audience and stop wasting time posting arbitrary links and content that even we don’t care about.  How can we expect engagement from our audience if we could care less about the content we posted.  It’s time we stop making those “feel good” posts and get real.

That is my simple take on social content.  Would you suggest anything different?  I encourage anyone reading to share his or her thoughts.  I would like to hear if any others agree or disagree.

Jim Bell
Great points Chris. Content is king or it may get lost on the feed. I think back to Megan's post the other day and how she will flip through her feed on Facebook, but maybe go back an hour or so on twitter. It does all come down to the content. Content will be king.
Eric Miltsch
Chris - your list of items is something anyone creating content should be revisiting every month. People love to share content online that is unique; they love being considered a discoverer. Studies have also shown that people like to share content for the simple fact that it makes them appear to be smart to their social networks. And one of the most interesting items I've seen was a study in the NY Times which said people like to share content about space & science because it's a topic that makes people think about their space within the universe - interesting stuff. I'm always trying to experiment with different content - on any level. Here's one example of an old post that wound up being extremely memorable for people: http://www.whybuyusedcars.com/2011/01/evolution-batmobile-infographic/ Nice thread Chris.
Chris Costner
Jim thank you. I know its a topic that gets beat to death but I had to make it known again. I too know how much content means to you and I agree every bit. Eric I am glad you liked the post. Thank you. You are one that comes to mind with thinking "out of the box" with content. Most recently with Quora. Good stuff. I just went through the link you posted, I have never seen that. I love it. Thanks for sharing.

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