This Week in Social Media

News for the Week of June 9

Instagram Business Profiles

Instagram recently announced a variety of new business profiles, which include a Contact button, access to insights, and the ability to convert posts that are performing well into ads.  Instagram business profiles are free for business accounts, and with a business profile, businesses have the ability to choose how customers can contact them.  With the latest Instagram Business Tools, businesses will have even better ways of reaching and connecting with customers.  The Contact button allows customers to call, text, or email simply by tapping a button, and they can also get directions to the business.  Additionally, business profiles allow access to insights, as well as the ability to promote posts within the app.  For dealerships, this update will allow you to more quickly and efficiently connect with your followers and learn what interests them when you post.  Share a variety of content and be sure your dealership information is up to date so potential customers are able to find you when they’re ready to buy. 

Facebook Messenger Gets New Emojis

Hello, new Facebook emojis!  The popular platform has added over 1,500 new emojis to Messenger, including a brand-new set of standard emojis.  Aimed at providing a better representation of the world we live in, this bundle of emojis offers everything from a broader range of skin tones to more women in diverse roles to a range of different hair colors.  Emojis will be the same for users across all platforms, so users can count on not running into any more broken-looking black boxes or emojis that don’t seem to make sense.  Now available worldwide, users can enjoy a much broader variety of emojis for their communication styles.  Dealerships, give emojis a try in your informal communication.  Remember, it’s ok to lighten the tone and include an emoji or two in Tweets or Facebook posts in order to reach specific audiences or communicate fun messages.

Periscope Comment Moderation

Periscope introduced comment moderation to its platform, allowing users to report and vote on comments they view as either spam or abuse.  While unfiltered user comments are an important part of social interaction on the platform, it’s important to ensure all users feel they are in a safe environment.  While developing its latest comment moderation tool, Periscope focused on transparency to ensure users clearly understand how and why comments are monitored.  In addition, comment moderation is community-led, because Periscope believes users in a broadcast are best equipped to determine the appropriateness of comments.  It’s important to note comments will be reported and moderated in real time, since broadcasts are live.  Viewers will still have the ability to report ongoing harassment or abuse, as well as block people from broadcasts in the traditional way. For dealerships focused on live streaming, take time to get to know your audience and find out what they’re interested in watching.  To get an idea of what’s working, view some local live broadcasts, follow popular brands as they share with their audiences, and learn from those who are successfully reaching viewers.

Pinterest Save Button Now Available Everywhere

The Pinterest Save button is now available worldwide, making permanent last year’s upgrades to the previous Pin It button.  Now, when users hover over images they wish to add to their boards, a Save button will be available, rather than the older Pin It version.  Additionally, Pins themselves have received an upgrade: Users are now able to see every board on Pinterest where users have saved a specific Pin, an enhancement that gives users even more ways to get new ideas.  Pinterest’s latest updates are available globally to all platform users.  As more dealerships discover the power of Pinterest, they’re realizing a lot can be accomplished on this platform.  In addition to creating your own boards and building consumer interest, consider taking time to grow and build relationships with online influencers who may already be connected with your target audience. 

Tip of the Week – It’s Personal

The majority of today’s shoppers aren’t looking for a clinical buying trip.  Instead, they’re interested in dealerships that offer the whole package, a consumer experience with memorable perks.  Any dealership can sell a car.  But not every dealership can provide a top-notch experience that will make shoppers want to come back.  And that’s where you can make a difference.  To stand out from the rest, there are some things your dealership should be doing, and the best part is that most of them won’t cost you much—if anything at all:

• Get social. Social media is today’s way for shoppers to connect, share information, and give opinions; and it’s also nearly always the first place shoppers start when they’re beginning their research for product purchases.  Your dealership needs to build a social presence to gain brand recognition, earn trust, and begin to create the personal relationships that will bring consumers onto your lot.

• Offer value. Both with your online content and in your dealership, be sure value is stressed above everything else.  Offer content that informs and engages, and when shoppers enter your dealership, be sure your pros are attentive, authentic, and offer efficient, friendly service.  When your customers leave with valuable take-aways and feel they’ve received the best service possible, you’ll leave a memorable impression they’ll want to share with others.

• Be transparent. Today’s shoppers are smart.  They have a multitude of online resources at their disposal, and they’re entering your dealership with more information than ever before.  Both online and in person, be sure to offer the clearest, most upfront information possible, and you’ll gain shopper trust in the process.

• Create an experience. When shoppers enter your dealership, do your best to ensure they want to return.  This means making sure they’re comfortable and attended to quickly, and when it’s time to buy, facilitate the process so it runs as smoothly as possible.  Consider things like online financial applications and maintaining up-to-date inventory and pricing on your website so shoppers are able to cut down on certain time-consuming dealership tasks.  And remember, little things like a comfortable waiting area, refreshments, and a great wifi connection will go a long way toward ensuring you have happy customers.

When shoppers have a positive experience with your dealership—from beginning to end—they’ll be more likely to return to you for future purchases, as well as maintenance and repair work.  And, they’re also more likely to mention your dealership to friends and acquaintances in their online social circles.  You’ll gain more traction when you make things personal and give customers an experience they’ll not only remember, but also share with friends!