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It's a topic that I hope to cover in detail at Driving Sales Executive Summit this year in Vegas and one that is very close to my professional heart. The reason that I'm so passionate about it is that the conceptual copout of branding for social media is spreading more in our industry instead of being debunked the way it should be.
Branding is not a proper goal of social media. It's one of the things that happens if you're doing social media the right way, but to call it a goal is like saying that you take ups at the dealership for the exercise. Sure, you're getting more exercise walking around the lot than you do when sitting at your desk, but that's not why you do it. You take ups and walk around the lot with customers in hopes of selling them a car.
Social media has been reduced during the time when it should be expanded. There are techniques, campaigns, and strategies that have been proven to drive more foot traffic to the dealership and more visitors to websites. Done right, social media can increase leads and drive more sales. It can bring people to the service bay who otherwise would never have visited the dealership if it weren't for social media. The examples keep mounting, but unfortunately it's only for an extremely small percentage of dealers who have cut ties with malformed strategies and processes.
I was once part of the problem. It wasn't much more than two years ago when I was preaching the power of branding through social media. Thankfully, I came to my sense as I watched social media evolve, witnessed an expansion of the medium's capabilities, and learned from some bold dealers ways that helped them to truly succeed on social media.
That's it for my late night rant. I hope to talk more about this extremely important topic October 13th-15th at the Bellagio.