CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
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.)