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Jared Hamilton
From: Jared Hamilton
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JD Rucker

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Robot Bulk Personal Messaging and Social Media Should Never Mix

Rpbotic Bulk Messaging

Look, I get it. Building a social media program for car dealers that is scalable, effective, and affordable requires choices. In many cases, vendors have to pick two of the three in order to maintain their business.

With that said, it still appalls me to see "personal" messages from the dealership being broadcast in bulk. One can make a valid argument that bulk messaging around the release of a new vehicle or an upcoming program is acceptable. There's an OEM strategy that we've been working on that plays with this concept in certain circumstances. However, when a message is supposed to be heartfelt from the dealership, please turn automation off.

The two dealerships above were part of a batch of personal messages sent simultaneously to dealers across the country. It's a generic as can be and makes the risky assumption that people will never follow more than one dealership, therefore they'll never know it's an impersonal bulk social media post. That assumption is incorrect and dangerous.

Let me end this mini-rant by saying that if you cannot put forth enough effort to make "personal" messages for your clients that are actually personal, you should consider a different verticle. The automotive industry deserves better.

(Thanks for reading my rant and sorry for sounding like a scrooge but this stuff really chaps my khakis.)

Tom Gorham
Bravo! As a GM dealer, I get these all the time, and though they may give ideas for my own message, I never use what they send me. What you wrote shouldn't even HAVE to be said. I believe it is too obvious but for some reason, too many dealers don't get it until it's explained to them. For the manufacturer, it makes sense because there are too many dealers who "have no clue" and need that help. This is better than no message at all. Maybe... Thank you!

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