Social media plays a big part in the lives of consumers, so it shouldn’t come as a surprise when you hear 67% of Twitter users are more likely to buy from brands they follow.  For any industry, it’s important not only to build your social platform, but also to find new and innovative ways to interact and grow relationships with online consumers.

For your dealership, a solid online presence is a must.  Your consumers spend more time researching and interacting online than ever before, and when you make yourself present and become a part of those interactions, you’ll increase the likelihood they’ll end up doing business with you.  Think of the convenience of online searching when it comes to daily life, and you’ll understand how essential it is for your brand to be present and active, especially on social platforms, where communication is quick and far-reaching.  It’s easy to reach out and get things like restaurant recommendations, current coupons, and references for the most hassle-free dealerships in town.

Now imagine the part you could play in your own dealership’s success if you were right there on Twitter—interacting with consumers and sharing valuable content that could lead directly to sales.

Getting Started

Some beginners say they are intimidated by Twitter’s platform.  Somewhere between the hashtags, the 140-character limit, the scheduling, embedding, and everything else, newbies start to slowly back away.  But it’s really not hard to get started—in fact, you don’t need to know all the hacks to start sending out tweets that will get you some brand recognition.

You should, however, pay attention to a few things that have already been discovered.  They’ll help you out in the long run:

• Social media audiences love images. You’ll get about 313% more likes, quotes, and retweets when you can offer up some pics to post alongside whatever you have to say.
• Short is good. The character limit is part of this platform’s charm, but even shorter than 140 characters will gain you higher engagement.
• Consumers want to share ideas with you. In fact, about 60% of your followers are interested in giving feedback, so asking for their insights is a great way to boost interaction.
• Utilize hashtags. Select hashtags your consumers can share, remember, and search to make your dealership even more discoverable on social media.
• Use @ mentions to call out brand advocates. Let your supporters know you appreciate them by mentioning them in your tweets.
• Build your knowledge as you go. You’ll see individuals and brands participating in Twitter chats, building lists, and interacting in a variety of ways.  Take time out to learn about all the tools available to help you reach an even broader audience.

If you’re looking for one more reason to build relationships on Twitter, check out the ways consumers want to interact on the platform.  About 42% of users learn about brand products and services via Twitter, and 41% offer their opinions regarding products and services there as well.  Additionally, companies are now starting to provide more online support via social platforms, with 19% of Twitter users saying they turn to this platform to seek support.

Your consumers will follow you on Twitter for a variety of reasons.  They want to keep up with the latest and greatest in product offerings, so if you can be the first to engage them in conversation about exciting updates, you’ll have a good shot at holding their attention and getting them to visit your dealership when they need to buy.  But keep in mind, many of your customers follow you to get information about sales, deals, and maybe even a few exclusive discounts or giveaways.  In fact, 52% of Twitter users that follow brands are on the lookout for some type of promotion.  You have the opportunity to make your online brand advocates feel special and get their continued support by going out of your way to make them feel like valued customers.

On the flip side, if your customers look for you on Twitter and can’t find you, they can end up frustrated—and they might even turn to other resources to get the answers or insights they’re looking for.  A recent Sprout Social survey confirmed that a majority of brands not paying enough attention to their customers on social sites.  For example, for every 23 branded messages sent out, brands only reply with 1 consumer response.  And to top it off, consumers who aren’t getting responses aren’t shy about turning to their own platforms to complain about the brands that ignore them.

With all this information, the choice seems clear.  Twitter offers a huge opportunity for your dealership to actively engage with consumers and build relationships.  Since 67% of Twitter users are more likely to buy from brands they follow, it’s a no-brainer.  It’s time to get on Twitter, start building your online platform, and get consumers interested in following and interacting with your brand.  Your willingness to engage will truly make a positive impression and leave customers wanting to do business with you.  You’ll be helping your brand stand out from the crowd. 

This Week in Social Media

News for the Week of August 1

Twitter Searchable Stickers

Twitter recently rolled out searchable stickers, which add creativity to user photos and can be clicked to see even more tweets that are tagged with the same image.  Announced last month as a new update, the stickers are now available and add functionality as well as a cuteness factor.  In addition to allowing users to decorate photos, stickers also help users search and tag, making organization even easier.  If you’re trying to wrap your head around twitter stickers and exactly how they work, think of them as hashtags; they work exactly like that.  Dealerships, much like adding fun to your posts by occasionally adding emojis, twitter stickers can serve the same purpose.  Humanize your brand and add some personality and fun to your posts by occasionally using stickers.  Don’t overdo it—and be sure to use them strategically to help you share a message.  Your followers will enjoy seeing a few lighthearted posts as you interact with them online.

Facebook Birthday Videos

True to Facebook nature, in the next few days, the platform will be rolling out a brand-new way for users to celebrate their birthdays—and maybe even make the celebrations last a little bit longer.  Most users have probably wished someone a happy birthday via Facebook.  Now, the day after a birthday, a new video feature that weaves together ALL the wishes received will appear at the top of the feed, allowing a user to view all the wishes from the previous day.  Dealerships, you already know personalization is the name of the game in today’s busy marketplace.  Now, if you wish your customers a happy birthday, not only will they see it on the exact day, but they’ll be reminded of your wishes the following day as well.  Remember to utilize the tools social media gives you so you can offer a more personalized customer experience every day.

Twitter Night Mode

For Android users, it doesn’t matter what time of day they’re tweeting, thanks to Twitter’s new Night Mode.  Night Mode allows users to tweet in the dark and can be accessed from either the navigation menu or via the user profile icon.  Currently only available for Android users, Night Mode screens appear as a deep blue, rather than the daytime white screen.  While there’s currently no way for Twitter to automatically switch to Night Mode or be triggered by times of day or light levels, users can easily toggle back and forth between day and night modes.  Dealerships, whatever time of day you’re interacting with your audience, be sure you’re including Twitter in your lineup—and be sure you’re consistent.  Twitter offers everything from instant interaction to private messaging to keep you up to date with your customers and in tune with what they need, so be sure to utilize the tools available to you to build stronger relationships.

Facebook Growth Continues for Q2 2016

A quick look at the Facebook Q2 2016 earnings report lets us know this platform is going strong, as it continues to grow and reach even more people around the globe.  With a steady 3.6% growth and an increase of 60 million monthly users this quarter alone, the social media giant has reached 1.71 billion users worldwide.  Similarly, Facebook’s products, Messenger and Instagram continue to grow, with Messenger reaching 1 billion active monthly users and Instagram reaching 500 million active monthly users.  Dealerships, stay focused on building rapport with your Facebook audience and enlist the help of your employees to help you reach even more consumers.  By using the power of social media, you’ll reach even more people, ensure your message goes further, and bring more people to your dealership.

Twitter Looks Good in Q2 2016

Not to be outdone, Twitter is keeping up momentum with its Q2 2016 numbers as well.  In its Letter to Shareholders, the social media giant boasted a 20% increase in year-over-year revenue, reaching $602 million by the end of Q2.  A major source for breaking news, in-the-now updates, and trending topics, Twitter continues to be a go-to for consumers, businesses, and advertisers alike.  With ad revenue also showing an increase of 18% year-over-year and data licensing and other revenue showing an increase of 35% year-over-year, this platform continues a strong upward trajectory.  Dealerships, if you’re not tweeting, it’s time to start.  Your customers are on Twitter, and potential future buyers are there as well.  Start sharing quality content, dealership news, and relevant industry updates to build your audience and attract more traffic to your showroom.

Tumblr Ads & Monetization

Tumblr announced it will be allowing users to monetize their blogs via ads beginning later this year, and although this functionality will be available to all Tumblr users, they will also have the ability to turn off ad settings if they choose.  Keep your eyes on the Creatrs program, which features Tumblr’s most creative artists, writers, and builders who share top content.  Soon creative sharing opportunities will be open to any eligible Tumblr user via this same program.  Tumblr boasts around 80 million posts per day, making it a top social platform worldwide.  Dealerships, keep this in mind when considering how and where to reach out to your consumers.  Lean in to Tumblr’s non-traditional side and tap into your visual and content creativity to really make this platform work for you.

Use Pokémon Go to Boost Traffic to Your Dealership

Ok, admit it.  Who’s been playing Pokémon Go?  Even if you haven’t been playing, it’s pretty hard to miss all the roaming pods of smartphone and iPad users wandering through streets and intersections with an eye for only one thing—Catching All the Pokémon!

Sure, it’s a craze.  And a fad.  But did you know, much like any social fad, you can use this to your advantage to drive traffic into your dealership?  Sound crazy?  It’s not.  Here’s how businesses are succeeding and using this wildly popular game to get people into their stores—and 5 Easy Ways You Can Do It, Too:

1. Request a Pokéstop or Gym. Players are flocking to these in droves, and if you have a Gym or a Pokéstop, you’ll get visitors.  It’s easy; simply go to the website and submit your location. And when you get visitors, you get shoppers.  Think all the Pokémon players are kids?  Think again!  40% of adults who have downloaded Pokémon Go are age 25 or older—and that means they are old enough to shop for cars and buy cars.  Invite them onto your lot and let them know you’re a friendly neighborhood stop AND that you have great vehicles for sale.

1. Offer a discount to Pokémon hunters. Yep, you read that one correctly.  Once you have people with the app at your dealership, why not offer a discounted oil change or tire rotation?  Once again, you’ll show you’re great at offering efficient and value-oriented service, and they can catch their Pokémon.  It’s a win-win.

1. Throw down a Lure. In case you’re not up on your Pokémon details, Lures increase the rate of Pokémon appearances in a specific vicinity for 30 minutes, so when you Lure these little guys to your dealership, you’ll likely get lots of hunters as well—which means lots of foot traffic.  This is pretty simple to do: Once you have the app, tap the red Pokéball, tap Shop, then tap the purple box to get Lures.  Once you have Lures, simply tap one to activate, and Boom!, you’ll have traffic before you know it.

1. Get social with your Pokémon. Have some rare Pokémon popping up around your dealership?  Be sure to put that info on Facebook and Twitter to let your followers know!  To help you out, check out the chart a user has made of rare and common Pokémon. Chances are, as soon as word gets out you’ve got the scoop on their location, you’ll be the most popular spot in town.

1. Share your wifi. If there’s one thing Pokémon hunters need, it’s wifi!  So if you’re already sharing wifi with your customers, why not get the word out to players that they can swing by and play awhile in your dealership?  Not only will they get to use your wifi and likely find a charging spot, they’ll probably stroll through your inventory and get some ideas about their next new car.

There are plenty of ways you can use whatever craze happens to be the “craze of the day” to help your dealership come out on top and get more traffic.  After all, without traffic and interaction, consumers can’t see what you have to offer!  It’s time to get creative, think outside the box, and have fun.  Consumers are busy, but they’re also enjoying the time they have to get out and about; so be sure to be a part of that.  Join in and participate in what they’re interested in; and you’ll end up getting traffic at your dealership that can end up earning you some sales in the long run.

According to the Pew Research Center, 71% of online adults have a Facebook account—a statistic that, in itself, gives way to quite a bit of insight.  Social networking, sharing, and marketing have become the norm in our hectic day-to-day lives, and busy consumers are demanding more online interaction for brands to earn their trust.  But have you thought about how your dealership can benefit from all that interaction?

For both social and consumer purposes, people are turning to online platforms as a matter of convenience and as a reflection of a new, fast-paced lifestyle that requires instant responses and unlimited information.  Facebook is the giant in the room, but it’s not the only platform that’s changing the way we interact and share.

While Facebook users continue to show high levels of engagement, it’s also been shown that multi-platform use is increasing, with 52% of adults stating they use two or more social media sites—up from 42% in just one year.  Although engagement on Facebook is high, there is also plenty of growth in user numbers on popular platforms like Twitter, Instagram, Pinterest, and LinkedIn.  However we look at it, social media dominates the way most people interact and do business in the world today.

The Benefits of Being Social

All those online consumers have something in common.  They share.  In fact, they share a LOT.  And for your dealership, that means you have the opportunity to glean quite a bit of valuable data you can put to good use when it comes to selling cars and service.

Think about your own Facebook account and the details people can likely pick up just from your profile and your feed.  You probably share your birthday, special life events, updates about your family, and maybe even insights about brands and products you like.  That’s a lot of information that can help others learn about you and what you might be interested in purchasing.

The same information shows up when you interact and form relationships with consumers via social media.  Not only are you working to build trust and rapport, but you also gain valuable insights into their shopping preferences, brand affiliations, and needs within the marketplace.  Consumers are turning to social media to share just about everything, so it makes sense that your dealership is there to listen and learn how you can provide exactly what they’re looking for.

Doubt the Doubters

You may have heard people say the internet—and social media specifically—is a distraction or a time-waster, but it’s exactly the opposite when you leverage your strengths and enlist the help of your employees to share your dealership with their online social circles.  The doubters are missing out on all the great benefits social media can offer.

Trust Your Advocates

Not only is social media a great business-builder, it’s been proven employees are powerful advocates when it comes building a brand online.  Did you know employees have an average of 10 times more online social connections that brands alone?  That means not only can you connect with more potential shoppers, but you also have more resources who are able to help you gather consumer data.  And that seems like a pretty smart decision.

You need to be on Facebook.  You need to be on Twitter, LinkedIn, and any other social media platforms you are able to maintain.  Evidence shows consumers are spending an increasing amount of time learning about companies, products, and services on social media sites; and it only makes sense for you to engage potential customers and learn about them in return.  It’s a data recon mission, plain and simple.  And you don’t want to miss out.

Stand Out as a Leader

You have the opportunity to rise to the occasion and present yourself as a leader in the industry by providing the engagement consumers are seeking.  Online shoppers are hungry; they are hungry for businesses that can provide quality content and social interaction without “in-your-face” selling.  While it’s true many marketers waited to see what would happen with online social selling, that’s no longer an option for businesses that want to be successful.  90% of marketers now use social media to promote their brands, and you can be assured those who are not onboard the social media train are actively losing leads.

If you’re looking for a few more reasons to adopt social media as your new best friend, here are some things to keep in mind:

• It’s not just for millennials. When we think of social media, we tend to think the younger generations dominate the field, but for the first time ever, over half of all online adults that are age 65 and over use Facebook.  This accounts for 31% of all U.S. seniors.
• The average person in the U.S. spends approximately 16 minutes per hour on social media networks.
• Facebook has approximately 1.15 billion monthly active users, followed by Google+ with approximately 359 million monthly users, and Twitter with approximately 215 million monthly users.
• 47% of U.S. shoppers say their number one influencer for purchases is Facebook. That’s up from 24% in 2011.
• 23% of Facebook users say they login a minimum of 5 times per day.

Social media influences the lives of just about everyone—from the youngest generation to the oldest.  From gamification to online learning, from brand content to one-on-one consumer interactions—businesses are finding their niches and learning we are well beyond the wait-and-see stage.  Not only are you able to interact and share with consumers, you’re able to gain valuable information that will help you offer exactly what your customers need.  By being social, you’ll be able to personalize your service, and in today’s fast-paced, on-the-go society, personalization will help you stand out from the crowd.  Work toward building solid social relationships, and you’ll not only build consumer trust, but you’ll learn details about your customers that will help you make more sales.

68% of Instagram Users Aged 13-24 Interact With Brands Regularly from AutoAlert on Vimeo.

Instagram is more popular than ever before, especially for businesses that want to connect with their consumers.  Its visual format is especially appealing to today’s fast-paced mobile users who want to express themselves in ways that can be quickly and easily understood.  And brands looking to boost their recognition amongst shoppers should be paying attention to the numbers, because 68% of Instagram users between the ages of 13-24 say they interact with brands regularly on this popular app.

While it began as a photo editing app, it quickly ballooned into something much larger and more impactful for individuals and businesses alike.  And with 500 million active monthly users, there’s really no argument that it’s the place to be.  Instagram differentiates itself from other platforms with its fully mobile user capabilities, as well as its immersive and easy-to-use set-up that focuses on visual storytelling. Here, users can get all the social interaction they are looking for without being overloaded with copy, and their feed offers real-time updates, entertainment, and information about a wide range of topics.

User Interaction

Instagram users are interacting with the app in a variety of ways to both share their stories and interact with others who are sharing.  By looking at photos, double-clicking for likes, following other accounts, and more, they are contributing to a booming social site that’s attracting consumers—and in turn, the businesses who cater to them.  When users come across something that is really interesting to them, they can visit the website for even more content via a link that can be provided under the picture. This gives them a direct connection to businesses that have captured their attention, as well as a direct line to purchasing.

Brand Networks ad network can attest to the fact that Instagram is pivotal in reaching young consumers.  In fact, their ad impressions increased 13-fold—from 50 million in August 2015 to 670 million in December 2015.  Marketing pros everywhere are not only turning to Instagram to reach and align with today’s shoppers, but they’re touting the wisdom of connecting visually with shoppers and telling a story that’s quickly readable and appealing to the eye.

Your Dealership

The popularity of Instagram creates a huge opportunity for your dealership. Instagram allows you to create a new following and even build upon the audience you already have through visual storytelling. It gives you yet another way to develop brand awareness and build valuable relationships with your consumers—important things that will ultimately bring them into your dealership when it’s time to buy a vehicle.

“So, how do I do it?” you may be asking.  To gain traction and become popular on this social media platform, you’ll need to stay focused and keep your Instagram account authentic and visually appealing. And while there’s a large population of millennials who are flocking to this platform, don’t discount the rest of your audience.  Keep the up-and-coming Generation Z in mind, and don’t forget about the Baby Boomers and others who are still in the market and on the lookout for brands they can trust.

When you post, be sure to think about ways you can engage your audience—and don’t focus on selling.  Consider things like behind-the-scenes shots, real-time showroom updates, exclusive looks at new vehicles, and even event invites.  Remember, you’re there to build relationships and earn shopper trust.  When you share your dealership’s story with compelling visual images, you’ll capture consumer attention and keep them coming back for more!

This Week in Social Media

News for the Week of July 25

Periscope Replay Highlights, Tweet Embedding, and Live Autoplay

Periscope has been busy adding new features, and users can look forward to checking out the latest, such as Replay Highlights, Tweet Embedding, and Live Autoplay.  The new features make it easier for users to find and view exactly the broadcasts they’re interested in.  With Replay Highlights, viewers are able to see a short trailer for every Periscope broadcast, allowing them to see an overview of their entire feed and catch up on any broadcasts they may have missed.  Embedded Tweets are also available now, allowing users to embed Periscopes anywhere on the web simply by embedding the Tweet.  Finally, for Android users, live broadcasts will autoplay in the Watch Tab and Global Feed, allowing users to immediately see what’s going on when they open the Periscope app.  Dealerships, if you haven’t yet checked out Periscope, now’s the time to give it a try.  Viewers are sure to be intrigued by the newest features, and you now have even more ways to reach shoppers in the moment.

New Snapchat Features

Snapchat recently added brand-new features to help users gain followers and stay up to date with the best snaps.  Snapchat’s Suggest is an enhancement that allows users to suggest a friend follow another user.  Since there are no suggested user lists and no leaderboards on Snapchat, some users have found it tough to find people to follow; the Suggest feature helps out in this area.  Now, users can make suggestions to others based on their Snapchat follows, enhancing the experience and making it easier than ever to find accounts to follow.  Additionally, Snapchat has added the ability to screenshot other users’ Stories and then share it via the new Memories feature.  Memories helps users save Snaps and Stories in their own personal collections of favorite moments.  Dealerships, keep in mind the power of Snapchat when you’re communicating with consumers.  With over 9,000 Snaps shared per second, there’s plenty of room for you and your dealership to reach interested, in-market shoppers via this wildly popular app.

Facebook Messenger Reaches 1 Billion Monthly Users

Facebook Messenger recently reached a mega milestone of 1 billion monthly users, making it one of only a few apps worldwide that reaches such a vast number of people.  As more and more businesses join in and use Messenger to connect with consumers, they’re realizing the convenience and efficiency of building social relationships.  Be sure to utilize all the features Facebook Messenger has to offer—like private messaging, saved replies, and page admin capabilities like archiving—to help you reach more consumers and build relationships that will carry over into your dealership.

Facebook Live Audience Restrictions, Continuous Live Video, and More

Facebook Live has added audience restrictions, which allows for the ability to better target specific audiences, aiming certain live streams toward specific ages, genders, languages, or locations.  This makes it possible to offer a more relevant experience for users as live video is streamed.  In addition, Facebook has added continuous live video, enabling more in-the-moment viewing.  This tool has been used successfully for vacation spots, zoos, aquariums, and more to engage viewers and boost traffic.  A new Page metric has also been added, allowing Facebook users to see daily follow and unfollow counts, allowing for a more specific breakdown of follower preferences and actions.  With all the updates coming to Facebook, it’s no surprise it remains on the top when it comes to social interaction.  Dealerships, stay in touch with your customer base by interacting and sharing on this platform.  Be creative and interactive, rather than simply posting content and disappearing.  The more you interact and build relationships with consumers, the more they’ll want to do business with you.

Facebook Blueprint Webinars for Business

Brand-new for businesses, Facebook has launched a webinar series to help them grow via Facebook, Instagram, and the Audience Network.  Offering strategies for business growth through social media, webinar topics include things like using Instagram as part of a marketing strategy, creating video for mobile, and performance marketing best practices.  Registration is currently open for several webinars, and attendees can expect to learn a variety of strategies to utilize their social platforms to optimize their businesses.  Dealerships, however you go about your continuous learning, it’s important to stay on top of the latest and greatest when it comes to technology, social media, and the things your consumers are interested in.  When you demonstrate to shoppers you’re on their wavelength, you’ll earn trust and build loyal brand followers.

Tip of the Day – Make Your Followers Feel Included

As you grow your relationships with consumers via your dealership’s social media platforms, it’s important to keep in mind consumers want to be involved with your brand.  Today’s shoppers want to feel included in what you’re doing, and when you pull them in and make them feel important to your everyday interactions, you’ll end up building better relationships that lead to increased sales and long-term loyalty.

Try the following quick tips to ensure you’re making your online followers feel more connected to you:

• Be a good listener. In addition to being present on a variety of online platforms, it’s important you focus on building your social listening skills so you can absorb what consumers are interested in, what they’re saying, and what’s important to them.  This way, you can respond and provide content that’s relevant to the things that truly matter to them.

• Be a good responder. Once you’ve perfected your online listening skills, it’s just as important that you become good at responding to your online followers.  It’s key to pay attention to your social platforms and answer the questions that are being asked, respond to concerns, and give feedback in a timely way in order to build trust and ensure shoppers turn to your dealership.

• Engage in conversations. Don’t just wait for consumers to turn to you with concerns and questions; instead, be the one to start pertinent conversations that get shoppers talking about your brand, your business, and their needs within the industry.  Find ways you can connect with consumers outside their questions and concerns by posing interesting topics of conversation, and you’ll build a great rapport with consumers who will be more likely to visit your dealership.

• Share helpful content. When you share helpful and relevant content, consumers will begin to see you as a trusted source, and they’ll learn to look for the things you post online.  Consider topics like seasonal maintenance, helpful financing tips, or other tricky topics shoppers may have trouble navigating in the dealership setting.  When you offer up content that makes those topics more digestible, you’ll become a valuable resource for consumers, and they’ll feel more connected to you.

• Change it up. Don’t get stuck in a rut.  Constantly be thinking of new and different ways to reach your consumers by changing up your content and your conversations.  This way, you’ll reach a broader audience, and you’ll keep them engaged with fresh topics and conversations.

• Be reachable. Once you’ve offered up content or started a conversation, don’t disappear.  In fact, make it easy for consumers to find you and reach out to you.  In addition to being available for online conversations, make sure your followers know how to message you in a variety of ways so they can contact you at their convenience.

• Recognize influencers. You’ll have a number of online followers who stand out as brand ambassadors—the ones who speak out to support and share your dealership with others.  Be sure to recognize them!  You can do this by offering a simple thank-you, an exclusive coupon, or even create an event that’s specifically for your best customers.  However you decide to show your appreciation, your online influencers are sure to be happy for the recognition.

• Create a plan. Don’t let the social scene overwhelm you.  When you make a plan and stick to it, you’ll find it’s easy to draw your audience in and show them how important they are to you.  Be sure you’re disciplined about posting, interacting, and having an online presence.  Once consumers know where and when they can expect to see you, they’ll be there ready to participate in valuable dialogue.

Building relationships with consumers is the most important thing you can do in today’s fast-paced marketplace, so it’s worth it to invest the time in building your dealership’s social presence.  Ensure shoppers you’re there to work with them, offer valuable insights, and listen to what they have to say; it will pay off for your bottom line in the long run.

69% of Executives Believe Social CEOs Boost Company Credibility from AutoAlert on Vimeo.

It’s important to get your dealership team involved at every level, from the very top all the way down. Not only does this improve engagement, but it shows everyone your dealer principal and the rest of your leadership team are regular people who are involved in the day-to-day activities of the business.  Especially when it comes to social media, it’s important to highlight those in leadership positions and ensure they’re interacting with your online followers to boost engagement, encourage online interaction, and ultimately, improve brand recognition.

In a recent report, Forbes released feedback from global executives, confirming that 69% believe social CEOs benefit their companies.  And company leaders across the globe are taking note of this insight, with the world’s 50 largest companies boasting an over 80% CEO online presence.

Overall, however, company CEOs are slow to adopt social media as a necessary form of communication and interaction.  Among the entire Fortune 500, a mere 32% of CEOs have LinkedIn Profiles, and an even lower 10% are on Twitter.

The Importance of Presence

Consumers and employees alike need to be aware that company leaders are everyday people—just like them.  By becoming and staying active on social media, CEOs can help build relationships, create more relaxed platforms for interaction, and make themselves more approachable.  This has a tremendous positive impact—not only on customers and bottom lines, but also on employees and the level of engagement that builds for companies.  When CEOs get involved and contribute on a regular basis on their companies’ social platforms, it helps to humanize the brand, and it shows everyone is connected and unified as a team.

For your dealership, keep in mind social media is a great way to share information and let your customers know what’s going on. A majority of consumers get information from social sites, and when you’re invested in sharing and updating them on the platforms they frequent, you’ll end up building solid relationships that lead to more sales.  It’s important for those in leadership positions to interact and share via social media in order to build solid relationships with your customers and better understand their marketplace needs—and it will set an example for employees as they reach out via social as well.

There are some solid examples of how CEOs in automotive are successfully connecting via social media, beginning with Mary Barra, CEO of GM, who makes weekly posts on Twitter. Additionally, Elon Musk, CEO of Tesla Motors, posts on Tesla products, science, and the future of motoring regularly. These posts help keep everyone aware of the company, environment, and events that are taking place.

Consider posting regularly to platforms like Instagram, Twitter, Facebook, and Snapchat to build lasting relationships and learn what customers are looking for from your dealership. If you have a company blog, it’s also a great idea to be sure you include a variety of voices, including that of the CEO and your leadership team, to express a broad range of content.  Remember, your social posts can be about work, family, and hobbies or passions you may have, but steer clear of a hard sell and focus on the relationships you’re building.

When CEOs get involved in a company’s social activity, the benefits are many.  Consumers will get to see a company that’s led by an approachable and personable individual, and employees will be more likely to engage as well.  It’s a networking opportunity that allows businesses to reach more consumers and build their brands more quickly than traditional routes, and it’s a great way to stay top of mind with shoppers who may be in the market for what you’re selling.

This Week in Social Media

News for the Week of July 18

Improvements for YouTube Ads

Google recently announced improvements for YouTube ads, which will give retailers more control over the branding experience for viewers.  Available globally wherever TrueView for shopping is available, the new features will help shoppers pinpoint what they’re looking for, as well as help brands stand out.  Companion banner is an interactive banner that will appear next to a video that’s being played, allowing viewers to scroll through products at the same time they’re watching the video, giving them more in-depth product information while watching videos. Product picker is another enhancement that will aid advertisers on YouTube, allowing them to prioritize and decide which products are featured for specific campaigns.  With product picker in place, retailers are still able to elect to let the format dynamically choose feature products.  Dealerships, don’t discount YouTube as a great source for reaching your customer base.  With 6 BILLION hours of YouTube watched per month, it’s a good bet your customers will see what you’re doing and follow you.  Video is leading the way when it comes to reaching consumers, so if you haven’t yet, give YouTube a try.

Twitter Improves Emoji Support

Always on top of its growing emoji collection, Twitter recently announced support of the newest emojis on the Twitter website.  Early in the year, 72 new emojis were released by Unicode, and they all now display on Twitter.com.  They’ll be coming soon to TweetDeck and the Twemoji repository as well.  Just in time for World Emoji Day, which was July 17, the latest update to Twitter makes it the first major platform to include new emojis like Drooling Face, Nauseated Face, Lying Face, and ROFL.  Emojis have become the norm when communicating online or via mobile, with some messages being written solely in emoji speak, so dealerships, jump into the phenomenon and toss some emojis into your posts to liven things up.  They’ll humanize your messages and resonate with consumers who are accustomed to seeing them in their everyday messages.

Periscope Editors’ Picks

Periscope continues to bring new ideas to the forefront, and its Editors’ Picks channel does exactly that by allowing users to more easily browse for unique moments and ensure they don’t miss anything they want to view. A human-curated stream, this newest channel can be found under Suggested Broadcasts and displays a Featured tag.  According to Periscope, this newest channel will be particularly useful to users who are new to the platform and may not know what they should be watching.  Dealerships, your customers are flocking to live streaming, and that means once you get into the game, you’ll reach more people than ever before.  “What’s the draw?” you may ask.  It’s all about real-time engagement and letting your customers in at the very beginning when you’re presenting new ideas or offering special deals.  Being in-the-moment with your consumers is priceless, because today’s shoppers are looking for dealerships that are responsive and engaged.

Larger GIF Size for Twitter

Web users can now use GIFs up to 15 MB on Twitter, opening up the creative possibilities for GIF-lovers everywhere.  While mobile users are still restricted to the 5MB size, the larger size for web users allows a bit more flexibility in posting.  This enhancement aligns with Twitter’s recent updates to increase the length of Vine videos from 30 seconds to 130 seconds, as well as the expected update that will not include @names and media attachments in the 140-character Tweet limit.  Dealerships, experiment with GIFs every now and then to lighten your posts and add some fun.  Remember, GIFs are an important part of social culture for today’s online consumers, so throw some lighthearted posts their way, and you’ll be sure to get engagement and interaction.

3D Touch for Facebook Messenger

Facebook Messenger recently rolled out support for 3D Touch for Messenger on iOS, allowing iPhone 6s and 6s Plus users to preview things like contacts, conversations, photos, videos, stickers, links, and locations while using the app.  Additionally, users can access shortcuts by pressing the app icon on the home screen, allowing them to quickly access conversations or even go to a new message screen.  With the app, users can either “Peek” into conversations by pressing on them or “Pop” fully into conversations by pressing harder.  Additionally, links and photos are available for preview within the app, or users can press harder to view full content.  With every update, it’s easier than before to find and stay in touch with clients and potential customers, so dealerships, be open to interacting with shoppers and building relationships on this platform.  When you make yourself available to answer questions, participate in conversations, and maintain a presence for shoppers, you’ll end up building an online audience that will seek you out in the marketplace.

Tip of the Week –  Hold Up Your End of the Conversation

More and more conversations between businesses and consumers are taking place online, and for your dealership, not only does that mean you have to be present, but it also means you have to be engaged and invested in holding up your end of the conversation.  Because if you don’t, today’s fast-paced shoppers will move on to someone else.  When consumers are looking for answers, they’ll be most impacted by the businesses that are attentive and able to give them in-the-moment feedback and information.

Check out a few quick tips to help you be on your toes and available for shoppers—wherever they may be:

• Build your community. 25% of people say they engage with brands because they want to get involved with a community of brand fans.  Focus on your online platforms like Facebook, Twitter, Instagram, and any others where you may be building a presence; your fans there will interact with newcomers even when you’re not physically online and interacting.

• Depend on your champions. Your employees and brand influencers are your dealership’s brand champions.  You can’t be online interacting every minute of the day.  That’s why you need to lean on your trusted influencers to reach out and interact on your behalf.  They’ll boost your dealership’s presence and take some of the burden off of you.

• Check into live chat. Today’s shoppers want answers nearly immediately after they’ve posed their questions, and live chat can help you give that to them.  Set up specific times when you—or a representative from your dealership—will available to answer questions and give feedback in a live setting.  This will help you offer the 24/7 support shoppers have come to expect throughout the marketplace.

• Offer knowledge & content. You can build a presence for your dealership by staying on top of the things your consumers want to learn about and then posting great content to share.  Even when you can’t be present, your content can reassure consumers you’ve been there recently and you’re thinking about the things that matter to them.  Post frequently and on a regular schedule to build your audience.

• Reply efficiently. Whether it’s an email request, online feedback, or a question that’s Tweeted to you, the key to keeping customers content with your level of engagement is responding quickly.  Don’t wait weeks or even days to respond, but instead, make a habit of regularly checking all your platforms for questions and comments and replying as quickly as you can.

• Make a plan. No one can be everywhere at once, and that’s why it’s important to make a plan.  Especially with social media, it’s easy to get pulled in many different directions, so be sure to stick to your schedule, use the time you’ve allotted for each platform, and utilize the people on your team who can help you reach out and provide excellent customer service.

When you prove to today’s shoppers your dealership is ready and willing to communicate, answer questions, and get the job done in a timely manner, you’ll gain customers for life.  In a society that’s driven by efficiency and quality, your dedication to ensuring shoppers get the best of both of those will shine through.  It only takes a little planning on your part to be the dealership that’s always there, giving attentive and thoughtful feedback—exactly when it’s needed.

This Week in Social Media

News for the Week of July 11

New Snapchat Memories Feature

The new Snapchat Memories feature is a way for users to save Snaps and Stories on the popular app, allowing them to create personal collections of favorite moments.  Memories will show up right below the Camera screen, allowing for easy access simply by swiping up to open.  Users will find it easy to sort through stories and memories by using keywords to find exactly what they’re looking for, and they can even create new Stories from Snaps that have already been taken or combine already existing stories to make longer moments.  Stories that were created more than a day prior to the posting date will appear with a frame that displays the posting date, so viewers will know it’s from the past.  And to make things even better, it’s super-easy to remove Stories or mark My Eyes Only to avoid potential embarrassing situations.  Memories will be rolling out within the next month, and in the meantime, users can begin thinking of all the creative ways they can start saving their favorite moments with this latest Snapchat feature.  Dealerships, consider the latest Snapchat feature to enhance your social media outreach.  Create Memories you can share with customers that show off what your dealership is doing in the community or events that are happening on your lot.

Instagram Adds Comment Moderation for Business

In an effort to clean up its comments section, Instagram has added comment moderation for business pages, allowing businesses to block comments with words or phrases that are often reported as offensive.  Users can access this feature via Settings on accounts that have turned on the Business Page option.  For brands and advertisers, a cleaned up comments section offers the ability to reach a broader audience—without worrying about posts being polluted with offensive content.  Dealerships, take advantage of consumers’ interest in Instagram by telling visual brand stories and capturing their attention with fun images that will draw more people to your dealership.  To boost engagement, consider hosting a photo contest that gets both shoppers and employees involved.

Facebook Messenger Account Switching

Account switching is finally here for Facebook Messenger, and it’s making life pretty great for small business owners, social media managers, and anyone else who has to switch back and forth between accounts.  Available on Android since February, this functionality is now available for the entire Facebook app family for iOS, so there’s no more logging in and out for users who need to access multiple accounts.  Simply look for options under Profile > Switch Account, then click the plus sign to add account.  Dealerships, stay in touch with your followers on Facebook and remember to make it personal by responding to questions, interacting, and initiating conversations.

Twitter Launches Sports Livestream

Twitter recently launched its first sports livestream broadcast at Wimbledon, with livestreaming services appearing with commentary along the side, much like YouTube and Twitch.  Tweets with an associated hashtag appear alongside the video, and users can tweet along with the stream without opening another window.  While feeds can’t yet be filtered to see only Tweets from specific followers, they can be paused or muted for viewer convenience. Consider livestreams via Twitter to engage more of your followers and help consumers feel a part of your dealership’s activities.  Instead of a static feed from a single location, try walking around and showing what’s going on at an event to spark interest and entice viewers to visit you in person.

Tip of the Week – Twitter Deserves Your Attention

With over 100 million users logging in daily, Twitter is a social media platform that deserves your attention.  Whether you’re looking to boost your personal brand or elevate your dealership and gain more followers, there are several simple things you can do on Twitter to gain traction and ensure you’re going in the right direction:

• Tweet every day. With Twitter’s short content structure, it’s easy for Tweets to pile up—and likewise, it’s easy for your content to get lost in the swirl of everything that’s getting posted.  When you schedule Tweets, post regularly, and offer up consistent content, you’re more likely to be noticed by your followers.

• Include images. You may be accustomed to including images with Facebook and on your website, but don’t underestimate the power of images on Twitter either.  Your followers are more likely to share your posts when you include captivating images.

• Reuse & repurpose. If you’ve gotten great traction from a post in the past, it’ a good idea to post it again to get even more mileage out of it.  Evergreen content is content that is perpetually relevant, so if you’ve got posts your followers will enjoy, go ahead and share them…more than once!

• Keep it short. Especially for Tweets with images, keeping posts to about 20 to 40 characters gets more traction.  Your followers will appreciate it when you’re able to say more using fewer characters.

• Utilize hashtags. But use them strategically and don’t overwhelm readers with them.  Keep the audience focused on the important content of your Tweets and use a couple of powerful hashtags to call out relevant keywords and help them with future searches.

• Show your human side. As with any social media platform, your Twitter followers will appreciate you when you show the different things that make up your brand personality.  Don’t be afraid to mix in a little humor along with your day-to-day interests and regular content, and strike up conversations to show your followers you’re the real deal.

When you use a few simple tips and tricks to help you with your Twitter posting, you’ll be able to expand your audience and reach more people with your great content.  By focusing on a few things that truly matter to your online audience, you’ll end up having more meaningful online conversations, and they’ll get a truer glimpse of your dealership’s brand.

It’s no surprise social media continues to surge as a means of keeping in touch, sharing information, and comparing product feedback.  Now, more than ever, companies are turning to video to reach consumers for one very compelling reason: it works. It’s estimated 71% of companieswill increase their video marketing budgets this year, and that’s because video has become the single most popular form of online sharing, connecting individuals, companies, and brands like never before.

Facebook alone gets, on average, 8 billion video views every single day, a no-brainer for dealerships that want to get their brands out there and interact with consumers on a platform that’s relevant and engaging. When your dealership focuses on delivering high-quality content in a format users enjoy, you’ll automatically capture more attention.  Add to that the fact you’re boosting your social presence and interacting on a regular basis, and you’ll build trust and brand loyalty.

A Look at Video Content

Mobile users dominate today’s market, constantly on-the-go and accessing endless information. And video continues to climb to the top when it comes to the content type that’s accessed.  In fact, YouTube reports that mobile video consumption rises a full 100% every year! Additionally,92% of consumers who watch videos online report sharing those videos with others, and 64% of video watchers say they are likely to purchase a product after watching a video online.  When it’s all said and done, making an online presence for yourself is essential when it comes to reaching your customers.

One third of online activity is spent watching videos, capturing the attention of a huge chunk of today’s market. When given the choice between watching a video or reading an article, both containing the same information, most people will choose to watch a video.  In the eyes of consumers, videos are easier, more appealing, and less time consuming—plus you’ll be able to draw them into your brand with more engaging, informative updates that will keep them paying attention to you rather than the competition.

Showing It Works

BuzzFeed has recently created its own video production company, creating around 50 videos a week. They have since launched other video sites, such as Tasty, and gained almost 50 million fans on Facebook and over 8 billion views on their cooking videos.

Mic, a news media site, launched their own video department last year. In just 6 months, they were reaching 34 million views and are now, due to their videos’ success, working on creating new franchises and shows related to their video content. After starting only 4 years ago, the company has now grown to be worth over $100 million.

Dove US makes inspirational video campaigns. They started making videos around 4 years ago and now have 140,816,414 views on their campaign videos. That is a huge increase in a short amount of time.

Whatever the content you’re creating, when you create for your particular audience and focus on their interests and content needs, video has the potential to be wildly successful for your brand.

Getting It Out There

While it may seem daunting to roll out a new marketing strategy, trust me on this: video is worth your time.  And it really doesn’t take a whole lot to get you started in the right direction.  Always keep in mind a solid strategy and direction are important in order to deliver the results you’re looking for, but then, check out some of the following to get you rolling:

• Look at what others are doing. Check out the brands and individual campaigns that are getting a lot of traction and attention.  They’ll be your best guides regarding what to do and what NOT to do.

• If you’re brand-new to video, it’s a great idea to get in some practice before you go live.  Be sure you know how to work the program you’re using and how to interact during your post so you end up with a seamless piece your viewers will want to watch.

• Decide on your stories. What stories do you want to tell?  You’ll compel more people to watch your videos if you share authentic moments, stories about people (and not just products), and when you add a human side to your dealership’s brand.

• Consider your content. Demonstrations, tutorials, and testimonials tend to perform well among consumers, so utilize these to boost interest, especially when you have new makes and models to show off or to share timely maintenance advice.

• Check your length. You’re not creating a trilogy; it’s just a quick video.  Make sure you create videos your consumers will actually want to watch by keeping the length manageable, especially while you’re building your viewership and proving you have great things to share.

• Research the platforms that are available to you. Facebook is a great place to post, but be open to platforms like YouTube, which performs well in Google search results, and don’t forget to post on your own website.

When you offer your online followers great content that is useful, easy to understand, and relevant to their everyday needs, you’ll make great progress toward building a solid audience.  Video is the way to go with today’s mobile-driven consumers, and your dealership can take command of this arena with thoughtful, consumer-focused content.

Take Control of Your Dealership’s Communication

If you want to capture the attention of shoppers in today’s market, communication should be one of the sharpest tools in your toolbox. Remember the days of desk phones and tangled cords? The me-to-you approach of salespeople who told customers all about the cars on the lot?  The newspaper ads that detailed the “special invitations” to save?  Say good-bye to all of that, because dealership communication has come a long way since then.

The Evolution of Communication

If your dealership isn’t looking for a way to update and streamline its communication, it should be.  Businesses and consumers are now connected digitally—nearly 24/7—and there’s no information that can’t be shared, Tweeted, commented on, or reviewed by online consumers.  For your business, that means constantly being at the top of your game and taking your communication to the level today’s shoppers expect from the brands they trust.

Consumers are in a hurry.  That’s no surprise.  And in order to get them to slow down and pay attention to what you’re saying, your communication must be efficient, relevant, and impactful.  Sure, there are many ways you could entice more customers to choose you, but great communication aligns well with every other perk your dealership has to offer.  It won’t matter if you offer great prices or outstanding service if you’re unable to effectively convey that to your consumers.  And your customers won’t return for repeat business if you’re unable to efficiently connect your teams and facilitate great communication between employees.  Communication is the glue that holds everything together.

There’s a Better Way

Making changes can be tough, especially if what you’re changing falls into the not-broken-don’t-fix-it category or even the we’ve-always-done-it-this-way category.  But here’s the thing:

Even if your dealership communication doesn’t seem broken, there’s still a better, more efficient way to make sure you’re connecting your entire team and ensuring you provide an experience that gives your customers everything they need.

With communication as a key focus, you’ll ensure your staff is engaged in day-to-day dealership operations, and you’ll keep essential information and tasks from falling through the cracks.  In addition, you’ll be empowering your team to reach more customers and offer better dealership experiences.  Consider the following and you’ll see why great communication plays such a key role in the success of your dealership:

• The marketplace is crowded, and it’s tougher than ever to capture customer attention.
• Shoppers are in a hurry, and if forced to wait unnecessarily, they’ll move on.
• Your dealership is busy, and missed communication opportunities mean wasted time and unhappy customers.
• Your employees are juggling hundreds of tasks per day, making it easy to forget things or put them off until later.
• Many departments and teams work together for each customer, and sometimes simply tracking down the right person is difficult.

The list could go on and on, but the message remains the same.  Maintaining streamlined and efficient dealership communication is tough!

Moving Forward

A recent Accenture survey found 89% of customers admit frustration when they have to repeat issues to different representatives.  To take this one step further, 87% believe businesses should place more focus on providing a consistent customer experience.  In the dealership setting, common communication problems often have your teams running in different directions, working to solve issues for the same customer.  What if you had a streamlined, collaborative platform that could keep everyone on the same page and give up-to-the-minute updates regarding in-process jobs?  Imagine the time and frustration you’d save—and imagine the satisfied customers you’d have when you completed jobs on shorter timelines!

Modern dealerships are looking to technology to help them bridge gaps in their existing communication.  Powerful platforms like AutoAlert’s Pando are changing the landscape of communication by addressing issues that specifically face dealerships in their day-to-day operations.  By tackling workflow, productivity, and employee communication all in one platform—and all with the goal of providing a seamless, exceptional customer experience—dealerships can get on with the business of selling cars.

Throughout the month of July, we’re zeroing in on communication and helping dealerships pinpoint ways they can proactively share relevant information with both shoppers and employees.  Your customers want to trust you and build relationships with you, and when you place a high value on communication and innovate in ways that benefit them throughout their buying journeys, you’ll be offering the consumer experience they need to make you their dealership of choice.