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A post from Forrester Research paints a pretty bleak picture; Facebook posts from top brands on Twitter and Facebook reach just 2% of their followers. Engagement is even worse: Only 0.07% of followers actually interact with those posts. And recent changes by Facebook portend an even worse future. Face it, Facebook is now Pay-to-Play.
Recent research from AutoTrader says “only two percent of consumers indicating that social media had any influence on what they purchased” and “only seven percent of new vehicle shoppers visit the Facebook page of the dealership they buy from prior to purchasing a vehicle.”
What to do? If you have a dealership Facebook page right now and it’s working well for you, don’t change a thing! If you have been thinking about adding a page, I’d really take a hard look at the potential R.O.I.
If I was a salesperson at a dealership. I would be all over Facebook. Some of the MOST successful sales folks I know have a strong presence and they are selling cars!
For Dealerships. Recognizing that Facebook is now Pay-to-Play, they do offer some unique opportunities to target and retarget users. If it was me, I think would seriously consider the advertising opportunity.