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JD Rucker

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Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Fine, there are Two Exceptions to the "No Cats or Dogs" Rule on Facebook

No Cats or Dogs

For a few months now, I’ve been discussing the idea that local businesses should never fall into the trap of trying to be funny or interesting through the use of irrelevant pictures and memes. “No cat or dog pictures” has become a mantra of sorts with the concept being that businesses should try to stand out, not fit into the mix on Facebook and other social media sites.

As some have argued, there are definitely exceptions to the rule. One such exception is when the interesting dog or cat picture is relevant to the business or local area. Here’s an example of an acceptable dog picture post on a business Facebook page:

Acceptable Car or Dog Picture

It’s local – this is the mascot for the school in this Honda dealership’s local area. It’s epic – how often do you see a dog that regal? It’s informative – many in the local area may not realize the fact in the description on the post. The results were that this relatively small Facebook page got decent traction on it with 20 likes and a share. It’s not fantastic, but it’s better to have local flair than to be random with funny pictures.

There’s another exception to the idea that local businesses should not post cat and dog pictures that was pointed out to me the other day: veterinarians and pet stores have every right to do it. In the spirit of being thorough, it had to be said.

Social media marketing is not about being popular. It’s not about getting likes. For local businesses, it’s about reaching people in the community with a business message. To do so, it’s important to play the “Facebook algorithm game” to earn the right for posts to be seen. This is one of the reasons that businesses resort to memes and funny pictures, but they don’t have to. They can find plenty of interesting content closer to home that is both relevant and important to their fans.

Stand out. Don’t fit in.

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