1,000 dealers share their thoughts about chat, text and messaging in general...and how these communications pay off. SEE HOW
When something is as hot as an iconic automotive legend hitting dealerships across America, it often doesn't need very much additional buzz created for it. Some would say that this is the case for the new Corvette C7 Stingray, just now landing at showrooms.
I think they're making a mistake by not blasting this machine out there to everyone in the world. It's that cool, but you wouldn't know it if you're following them on social media.
There are two possible reasons for this. It could simply be a corporate thing. Social media departments at large companies are often disconnected from the rest of the company. You can usually see this when a Facebook page is dominated by feel-good stories, customer experiences, nostalgia, and the occasional advertising. Most of the time these types of posts were pre-approved by the legal and marketing departments well before the posts went out and the results are good, not great, but at least they're safe.
The other possible reason is that they simply do not believe that the car has enough mass appeal to hit their social media presence prominently. This is a huge mistake, an amateur one, really, if that is the case. Social media is not about general appeal. It's about what's hot. It's about what's amazing. There's a reason that Ferrari has a more prominent social media footprint that Chevrolet, Ford, Honda, or any of the other major brands. It's not that more people drive Ferraris. These people that are liking the pages aren't going to Ferrari club meetings, nor do they have one sitting in their garage. This is social media and in many ways it's a reflection of our desired lifestyle rather than our real one.
If Chevrolet wants to really get people's attention and make a splash on social media, they need to take advantage of this monster of a car. It truly is an amazing piece of machinery, different and better than previous Corvettes. They need to drive this beast into the ground and ride it for as long as they can in order to take full advantage of the algorithmic benefits it would create.
The Corvette can go viral. The Cruze cannot.
Some Chevy dealers are getting it. Here's one video from Holiday Automotive that gives the right amount of attention to this machine. They aren't trying to sell it. They don't need to. Everything they have allocated is already sold. That's not the point. The point is that it's hot and they understand that.
If only their manufacturer understood as well.