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Jared Hamilton
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JD Rucker

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Exclusive Blog Posts

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

6 Tips for Better LinkedIn PPC Advertising

6 Tips for Better LinkedIn PPC Advertising

With a little over a year’s experience with LinkedIn Advertising and some insights from a connection at LinkedIn, I’ve put together a list of 6…

The 3 Laws of Extreme Ownership

The 3 Laws of Extreme Ownership

“These are all things that may help you justify your results. But is your dealer any happier because of this?” I just finished reading a…

Reaching People on Social Media is About Consistency

There's an exciting thing that can happen when you first start advertising on social media. The organic measures of exposure are quickly fading away, so when you get that first boost of exposure as a result of spending very little money, it can become addicting.

It's a trap. Overexposing at the wrong time to the wrong people can prevent you from being able to reach the right people in the future, particularly on Facebook. As I've mentioned many times, social advertising is very different from other forms of online advertising as the performance of the content being promoted has a dramatic and often instant impact on subsequent posts.

In other words, done wrong, you can do real damage.

The story of the tortoise and the hare is one that few want to hear. They don't want their advertising to resemble that of a slow tortoise in any way, shape, or form. However, the reality is that it's the best way to reach the most people in the long term as well as in the short term. Look at these statistics:

As with nearly every attempt at social media, there's a quick spike. Just about everyone who is not using advertising in their social media is having a hard time truly reaching anyone, particularly at the local level. Even with a strategy grounded in consistency, there is still the initial spike and it's almost always a noticeable difference.

The problem is that with many of the pages I check out that are using social media advertising, the view is much different. It's high peaks and low valleys. The overall reach early on is great. The problem is that the spikes are damaging. There's no consistent growth of active fans. There's no steady engagement being built up. It's happening all at once.

There are plenty of reasons why slow and steady after the initial burst is preferable to spikes and low points, but the biggest reason is that the overall number of people reached is much, much higher when it's done with a sound steady strategy. It's not easy to see because Facebook doesn't offer the proper tracking and because it's somewhat counter-intuitive, but once you really dive in and see what's happening it makes sense.

You see, the 10,000 people reached one week are not the same 10,000 people reached the following week. Sure, there are plenty of people (if you're doing it right) who see most of the things you post, but a consistent strategy aimed at spreading out the reach is much more effective at reaching the masses. Facebook insights don't portray this properly which is why you see so many who throw money at Facebook to see the big spikes. It feels like you're reaching more people that way, but you're not.

The only time there should be spikes is when there's something extremely important to get exposed. These should be rare. Sure, there's always something really important going on - the big sale, a new model rolling out, incentives, etc. - but it has to be social gold as well a being important. Otherwise, standard promotion will do the trick.

Unfortunately, it's very easy based on the fallacies in Facebook Insights for a company to demonstrate their effectiveness using inflated numbers. The biggest problem is that it cannot be sustained that way. Social media advertising is the easiest thing to do. It's also the easiest thing to do wrong.

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