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Your employees are already some of the best brand ambassadors you have (this is especially true of dealerships that have a great relationship with their employees) and are currently representing you. And in most circumstances, they are probably doing so completely unsupervised and without organization. When given direction and incentive (i.e., motivated), they can serve as your best marketers!

Reported by Mckinsey/Thompson Lightstone, it has been stated that 67% of consumers purchasing decisions are influenced by word of mouth. When you harness your employees’ knowledge about your vehicles and dealership services, the success stories they posses and the rapport they have within their social network, it can result in one powerful sales environment. Why? Because your employees’ friends TRUST THEM! They believe that their friend knows what they are talking about and that their opinion matters. Your Service Manager’s friends surely believe that he is “the man” when it comes to car maintenance and repair.

Also consider this: the average Facebook user has 200+ friends. If your dealership has 100 employees, of whom 20 of them use Facebook, your dealership has a potential 4,000 friends at your fingertips. So take advantage of it! Allowing your employees to use social media actually leverages existing assets to create opportunities.

Additionally, social media can help your employees keep up with emerging trends and news within the automotive industry, increase their knowledge and position themselves (and ultimately your dealership) as a trusted resource. One of the most important reasons to engage in social media is to have constant interactions and to participate with others online in order to develop trustworthy relationships. Who do you buy stuff from in the “real world”? Your doctors…your accountant…your insurance agent? You trust them, don’t you? People feel better about purchases and transactions when they trust the person, company or brand. And how do companies do this? By consistently providing value, appearing to be like their customers and having similar interests. Social media is no different… it is about people and creating kinships. Thanks to social media, businesses can engage and interact with customers faster and in a more low-pressure environment…and your employees can facilitate this. Quite simply, social media can help strengthen the ties between your dealership, its customers and prospects, as well as among coworkers.

Next up...How To Encourage Your Employees to Use Facebook

~ Missy Jensen, Social Media Manager @ DMEautomotive.

Bio:

Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!

Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals

Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at missy.jensen@dmeautomotive.com

LinkedIn Profile

This blog was originally post at Automotive Direct Marketing Blog by DMEautomotive

Mike Sheehy
You made some really good points here. Employees can be your best marketing tool (that, and satisfied customers). It could be very useful to keep employees on Facebook. I’m glad you pointed out how many people your employees can reach online. It’s one of the main reasons we encourage our employees to comment on our Facebook page. -Mike J&L Marketing, Inc. http://www.facebook.com/pages/Louisville-KY/JL-Marketing-Inc/31166092696?__a=5#!
Stacy Mueller
Thanks Mike. The reach of your audience increases drastically with Facebook...whether it be through employees and/or customers. Best, Missy

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