Im starting to see (thanks to advanced searches) more and more local dealers in Indianapolis post updates to their FB pages and tweet about something OEM centric. Most of them are centered around some award an OEM has won, a new marketing program the OEM is pushing or a video. While some of these are pulled via RSS from non OEM and non dealer sites (mind boggling) most of them at least go back to an OEM branded video on YouTube or a Motor Trend type article. While this is a step in the right direction compared with dealers that just post inventory updates and annoy the few people that are listening, it still misses the boat big time.
While one of your goals socially should be to get conversation going about your products and brand (more on that later) one of your other goals is to drive traffic and leads. Posting RSS feed content and OEM branded stuff is great for conversation but absolutely horrible for driving traffic and leads through web entities that you own or have control over. Why on earth would you take the time to build and engage a community only to drive them to the Chevrolet YouTube page? Thats like the locally owned cell phone store that happens to sell Sprint based cell phones driving business to Sprint.com Doesnt make much sense does it?
Car dealers do it ALL the time. I understand wanting to piggy back on the content and marketing of your OEMs, it makes complete sense. How is the easiest way to do this and not drive traffic away from you? Blogging. Repurpose their content into a quick and easy blog post such as this one I did on the new Chevy Cruze Guys Night Out video. It took me a half hour total to do the post and shove it out on our social channels. Also note I didnt auto post it out using a feed system or auto post from the blogging platform. I posted it on our FB page and tagged the Chevy Cruze account. I linked to it with a tweet that included this text "Guys now that you are growing up, or are grown up, have you ever done this before?" Brings in more clicks than Chevy Cruze Guys Night Out video right? Dont have a video? Take that Motor Trend truck of the year article and use snippets and quotes from it wrapped around your keywords and content.
Moral of the story is this; you are on the right track but......If you are going to take the time to link your FB and Twitter account, setup feeds, read OEM blogs and watch OEM videos please take the time to undo all of that and use the content properly. Your community, and your bosses, will thank you.
P.S. As I stated earlier here is the more on your branding part. Your brand is your dealership not what OEM vehicles you have. If you sell Chevy post some Chevy stuff but let people know you have used cars and service and and and. By just auto pushing OEM content you brand yourself as the Chevy store, not the place to go whenever someone needs a car regardless of make and model.