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Ed Brooks

Ed Brooks Automotive Digital Marketer

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Put a Fork in Your Dealer Facebook Page?

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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.

Dennis Wagner
Well done, Ed! Not sure about the percentages, but I agree with the message. There are great opportunities available for some, while others flee the current Facebook platform.
Bill Simmons
Google "Facebook Organic Reach" and you'll see more studies devoted to this topic other than the one from ATC. One recent article quoted Mark Zuckerburg himself as saying "We optimize for users, not businesses" http://marketingland.com/mark-zuckerberg-facebook-town-hall-107096 With a 2% organic reach, as the Forrester report states, and is on the money from what I see with our pages, it is no longer a ROI equation, but ROE, return on effort. A lot of work is going into posts that no one sees.
Dara Moore
Facebook posts are not meant to reach new customers, that is what ads are for. Honestly, in my opinion, the biggest point of a store's actual Facebook page is to interact with current customers.
Ed Brooks
Bingo Dara! Here were my comments on a post in DealerRefresh's forum dated Jan 15, 2010 - Every great salesman I ever worked with back in the "olden days" kept 2 boxes of cards under or in their desk. One was filled with greeting cards, the other was a tickler file of customer's dates: birthdays, wedding anniversaries, the anniversary of their last car purchase, etc. No one ever expected the card they sent on a Monday to sell them a car on Saturday. They did expect to stay top-of-mind with their customers, maybe get a referral or two and have a better than average shot in a year, 3 years or 5 years when their customer was ready for a new vehicle. I'd submit that Social Media is the equivalent of those greeting cards. The ROI won't be measured in days, weeks or months, but rather in years. Is it worth the time? Every dealer has to be the judge of that for themselves. But I'll repeat, every great salesman, back in the day, kept in touch, developed an on-going relationship, built trust and a referral business. Even if the medium is different today, why can't we do the same thing?
Robert Karbaum
I wrote about this in the latest edition of Dealership Innovation Guide: http://drivingsalesinnovationguide.com/2014/10/the-hard-truth/

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