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If there's one thing that dealers shouldn't pass up, it's an easy button.
There are so many complicated things in the marketing world online today that when something presents itself that is easy, fast, and has a return on investment, we can't let it go. That's why I have been so surprised lately (even at the DSES) when so many dealers have told me that they've abandoned Twitter altogether.
Does it have the same value as Facebook? No. Is it loaded with noise and spam? Yes. I covered these and other reasons that Twitter is getting abandoned at Soshable.
Still, there's one very compelling reason why dealers should not abandon Twitter: it simply doesn't take a lot of time. An internet manager or marketing manager (or better yet, the owner or GM) can run an extremely successful dealership Twitter account by spending less than 10 minutes a day. Here are some tips on how to do it:
Monitoring Takes 1 Minute a Day (Literally) - Hop into your account, check Direct Messages and @replies. You may have none. You may have 5. You may have 20. No matter how many you have (unless you're really, really popular, in which case you defintely shouldn't be abandoning Twitter and are likely not even reading this article), it should take you a quick peek to know exactly what people are saying to or about you.
Post Daily - It doesn't take much to come up with 140 characters. Just as email has become part of our "first thing in the morning" routine, so too should Twitter. Hop in, write up something, anything, and move on until tomorrow. You can post a link to some OEM news. You can simply say, "It's a beautiful day in Philly!" You can schedule it ahead of time. As long as you're posting something daily, at least you're in there engaging.
Sales Should Be Helping - It's an easy question that they should be asking their sold customers before they drive off. "Are you on Twiter?" If they say yes, the salesperson should ask if they mind us mentioning them on the dealership Twitter account. Most will say yes. They write down the person's Twitter handle and get it to whoever is running the account. It makes for nice, quick, no-thinking-required Tweets that are both engaging and give the dealership a human personality on Twitter. "Congratulations to @0boy for buying his 3rd vehicle from Scott Robinson Honda in the last 7 years."
Twitter is not Facebook. It isn't Google. It doesn't yield the same results of some of the other bigger sites. It also requires much, much less time to run effectively and should not be abandoned. Granted, a strong Twitter presence requires more time, but it's better to put in 5-10 minutes a day than to let it go altogether.