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Jared Hamilton
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JD Rucker

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Exclusive Blog Posts

Top Reasons It's Time to Breakup With Your Vendor

Top Reasons It's Time to Breakup With Your Vendor

Vendor relationships are business, and while that is not to say that relationships develop with the people you work with - at the end of the day, it is abo…

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

Never Ask a Question in an Empty (Social Media) Room

Speaking in an Empty Room

I was consulting with a potential client yesterday and started looking at their Facebook and Twitter pages. Once a day, every day, they would post a question that had very little to do with anything at all. "What was the last movie you watched?"

Once a day, every day, they wouldn't get a response from anyone. It was awkward in a social media way. There was no engagement. The reason was easy to find - their 3000+ Facebook fans had not been engaged with their page for a long time (meaning that nobody was seeing their posts in their news feeds) and their Twitter profile had 40 followers.

"I've heard you say that questions drive engagement," she told me as I started pointing out the challenges. She was correct - I have said that many times before and it's true. The problem is that questions do not work if nobody is listening and they're not the right way to get people to listen.

I don't envy her. She took over a Facebook page that had been getting updated by RSS feeds for over a year and a Twitter account that was autoposted from Facebook. The remaining followers and fans were spam bots. Nobody was listening. It was an empty room.

There's an old saying that says, "fake it 'til you make it" and that applies in this type of situation. There are still people who will visit the profiles because they show up in search and are linked from the website, so one still has to post quality content during the rebuilding period (stage one in our three stage process), but questions aren't the answer (pun intended). At this stage, it's important to show those who do visit the pages that you're posting quality content, but you don't want to highlight the fact that nobody is paying attention at that point.

Statements, facts, pictures, videos, and occasional links work best at this point. Through ads and engagement-driving posts, you'll be able to get your following back up and engaged. Once that happens and you're on to stage two, it's time to start asking questions again. Until then, avoid them.

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