We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
I received a question through Facebook chat about whether or not it makes sense for a dealership to have a Facebook profile on top of having a page. The concept is that the profile would be a general "person" within the dealership who could make friends with customers and the like rather than hoping that they'll become a fan.
The perceived benefits to this is that you could add friends rather than waiting for them to add you. With a profile, you can seek people out. With a page, you can't actually follow or friend an individual.
The other perceived benefit is that you can then tag people in images and in status updates to have it appear in their newsfeed. You can only tag people that you're friends with and pages can only tag people in comments (which do not appear in the person's news feed) and only if they comment first.
Both of these are ill-motivated techniques. More importantly, it's against Facebook's terms of service. People get profiles and they have the ability to get pages as well. Businesses, websites, or any other non-persons can have pages only. That's the rule.
Worst of all, both of the perceived benefits for having a dealership profile rather than or in addition to a page are faulty. They require spamming. You do not want to get involved with spamming.
"But, if they add me as a friend then it's not spamming, right?"
Wrong. If they add you as a friend it's likely by mistake. They are not doing so hoping that you'll tag them in pictures or status updates. They might even give you permission to do so with the picture of them that you took after they bought the car, but even that has limitations in regards to their patience. The benefits do not outweigh the risks or challenges.
Build a page. If you're an aggressive, proactive, and business-oriented individual that really, really wants to be able to tag them, ask them to be YOUR friend. Don't take the chance of breaking the rules and making people upset by building a Facebook profile for your dealership.