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#1 Social Media Is A Force Multiplier
Stop looking at social media as an add-on, in order for social marketing to be truly effective you must first work to integrate it into your daily processes. Instead of seeing social media as a separate identity, one that needs a separate strategy before it can be implemented fully, you need to see it for what it is, a force multiplier.
In military terms a force multiplier refers to an attribute or a combination of attributes which make a given force more effective than that same force would be without it, that's social media exactly!
So, instead of thinking in terms of new goals, in which a social media strategy would be used to reach, think in terms of how you can use social media, alongside your other marketing efforts, to reach your current business goals.
#2 Never Let Tactics Dictate Strategy
Too many times we look at Facebook as the strategy, when in fact, because it's a tool, much like the phone and email, it's a tactic. As such, remember that it's NEVER okay to let a tactic dictate how you develop your strategy, instead, your strategy will dictate which tactics you use.
The Difference Between Strategy and Tactic
Tactics are the day-to-day activities that are repeatable and clear-cut, they are comprised of the basic components that define the actually strategy.
Strategy is the big picture, it's the overall plan, comprised of tactics, that gives direction towards meeting goals and objectives.
#3 Think Laterally
The "lateral" that I am referring to is the conversation that is happening between people. With traditional advertising you have only one direction that communication can flow: out from the dealership.
With social media you are able to influence the conversation, the lateral communication that is happening between people in different social channels. So, when designing your strategy always think in terms of how you can get people to talk in a positive manner about your dealership.
#4 Connect With Social Objects
Too many times, as marketers, we think about how we can create a social object, that is a purpose, cause, or past time that people want to socialize about and around. Instead, take a look at social objects that people are already congregating around and find a way to connect it with your dealership.
While that is easier said than done, you do this by becoming part of the community, a contributor that adds to the overall enjoyment of the social object. If you live in a collage town, maybe it's the local football team, live in a family friendly city, maybe it's education, it could even be a local charity or fishing, the ideas really are limitless. What can your dealership connect around?
#5 Don't Go At It Alone
While developing a strategy for the dealership, don't go in thinking that you don't need any help. A proper social media strategy will affect each and every department in the dealership and as such, each department should have input into how the strategy is structured. I refer to this group of people at the Strategic Response Team or the SRT.
The SRT is comprised of at least one person from each department in the dealership, even detail and office staff. The reasons are plenty, but I feel the most important reason is creativity. The creativity of the group will always be better than the creativity of the individual.
Have you created your strategy yet? Wait, don't tell me you've gone into battle without a plan for success, you do know that's suicide right? Tell me I'm wrong in the comment section below and that you do indeed have a strategy...