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Jared Hamilton
From: Jared Hamilton
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JD Rucker

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The Two Sides to Social Media

Two Sides

Everyone knows about the front-facing part of social media. Some of us use it every day. Whether we're checking updates, following a story, or simply looking into what our friends are doing, we go to our favority social media app on our phones or visit the sites on our computers and explore the world socially.

The other side of social media is more mysterious. It's not that it's a secret; many discussions have been had about it right here on DrivingSales. It's that few dealers are talking about it, fewer vendors are offering it, and the social media sties themselves are doing a terrible job at getting the word out.

That's fine by us. The longer that it's a secret, the better it is for our dealers.

This other side, the "dark side" of sites like Facebook and Twitter, rely on their number one asset to help businesses spread their message to the right audience. That asset is targeting, and the methodology that these social networks employ are can be downright powerful.

Let's take a closer look at both sides to understand how they can work together.

The Front End

This is what you already understand. You probably have a Facebook page for your dealership. You're probablby posting images, links to blog posts, videos, and maybe the occasional special or inventory item. You have a certain number of fans who have a slight chance of seeing your posts. You may even be using advertising dollars to get more engagement or to encourage likes.

There are two primary strategies and a handful of secondary strategies that you can use. An aggressive, offensive strategy is designed to get as much engagement as possible. For us, this is our "high dollar" service that we offer to dealers because it requires daily actions, monitoring, and promoting.

The other primary strategy is a defensive posture. Post great content. Give it an opportunity to shine, but don't put a lot of time, money, or effort into it. While some see this as a give up mentality, it's really not - as long as you're taking advantage of the dark side of social which I'll discuss shortly.

The front end of social media is in play at most dealers. We could talk all day about the various strategies and goals, but as long as you're involved and doing something strong with this, the public side of social, then you're probably in pretty good shape. However, there's more...

The Back End

This is the part that few dealer are using. It's the part that takes the hyper-targeting data that sites like Facebook have in their back pocket and applying it to posting "dark posts" on the news feeds of those people who matter.

Whether you want to target intending buyers, current customers in your database, or people divided by demographics, this is the key to finding ultimate success on social media. Put Truck Month ads in front of people wanting to buy a truck. Put Customer Appreciation ads in front of past customers. Put Special Financing ads in front of people making under a certain amount of money. Do all of this targeting particular zip codes, cities, or radiuses around the area.

This is clearly too much to write in a blog post, but you can get the skinny at the upcoming Driving Sales Executive Summit in Las Vegas, October 12-14 at the Bellagio. JD Rucker will be discussing this very topic.

See you in Vegas!

Alex Lau
Good article, Tyson. The more dealerships realize how to hyper-target their social media posts, especially promoted posts, the better. Facebook is a pay to play platform (pretty much entirely). FB, Pinterest, G+, Twitter, etc. will make it easier and easier to target customers based upon their purchasing behavior, Essentially, utilizing data to cross-reference potential car buyers. Plain and simple, Facebook organic posts are fairly worthless. Six months ago: "Increasingly Facebook is saying that you should assume a day will come when the organic reach is zero." One agency is now reporting that organic reach has fallen off by almost half since October. Social@Ogilvy conducted an analysis of 106 country-level brand pages it has administrator access to and found that the average reach of organic posts had declined from 12.05% in October to 6.15% in February.

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