Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
JD Rucker

JD Rucker Founder

Exclusive Blog Posts

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

DealerRater Reviews now Available on Cars.com

DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

The Gap Between Good and Great Automotive Social Media

Good vs Great

Take your pointer finger and your thumb and spread them out as far as you can. That represents the gap between good and great when it comes to most automotive digital marketing practices such as SEO. Now, take you arms and spread them as wide as you like the image above. That represents the gap between really good automotive social media and great social media.

If we tried to demonstrate simple "good" instead of very good, the gap would be wider than Shaquille O'Neal's wingspan and "good" is where a good portion of today's car dealers are today with their social media. It's a dramatic improvement from just a couple of years ago, but there's a long way to go.

Keep in mind that this is not a completely biased opinion. My company does SEO and we'll readily admit that having a good presence through SEO is not very far off from having a great one. With social media, the differences are exceptionally clear.

Good social media means having a strong presence. Posting on Facebook several times a week, keeping it relevant to the dealership and the local community, participating in meaningful communication, perhaps throwing a little money at it - these are the things that make for a good social media presence.

To be great, you should be taking advantage of the immense amount of data that social medai sites give us and then properly target the exact right messages to them in order to bring people to your website and to drive shoppers to your showroom floor. The biggest challenge is that so few are truly taking advantage of the medium in a great way that for many, it's simply a mythical beast. Many have tried social media vendors, hiring social media specialists, or putting a good amount of effort into social media without seeing a meaningful return on investment.

It's out there. We've seen it. Great social media that actually drives business is not a myth. It's really not even that hard to find. Unfortunately, it's much easier to find poor practices or bad strategies that are allegedly supposed to be good that it has made many dealers lose faith.

The same was true about SEO a few years ago. Dealers were thinking they were getting great SEO, only to find out that the methods being sold to them were little more than fancy reporting and technobabble designed to keep the $500 invoices paid for as long as possible. Today, more dealers are able to recognize bad SEO, good SEO, and great SEO, which is why the gap between them is tightening. "Good" is judged on a sliding scale and as more dealers and vendors get better, the bar is raised.

This should be happening very soon with social media. That's our hope. As more dealers move forward with their social media practices, hearing of things that really work and trying them at their dealership, it's likely that the bar will be raised for social just as it has been with SEO. The gap is wide today, but in the future it will be narrowing. That is when those who started early at doing the right things or working with the right people will truly see the benefits of their decisions.

Who at Driving Sales has seen something extraordinary? Something great? Something that's much better than good? Please post your experiences in the comment section below.

Grant Gooley
I know a dealership (I used to work for them) that has a GREAT Facebook page. I'm proud to show it off and a ton can be learned from their posts, contests and engagement. Do they spend time, money and resources making this page as great as it is? YES! The big question... Do they see ROI? Bottom line improvements? ABSOLUTELY. Saw it with my own too eyes! Great post JD. As always. Check it out: https://www.facebook.com/millsmotors

 Unlock all of the community & features  Join Now