If you’re looking for innovative and creative ways to bring more interaction to your Twitter page and gain a larger following for your business, consider some of these options and hacks to optimize your page in 2016. Gaining more followers and interaction on Twitter is often as simple as utilizing clever, quick strategies and hacks. Check out these six Twitter options and hacks to find out more: ​

Stick to two hashtags in your tweets. As someone who’s looking for as much engagement and reach as possible when tweeting, it’s important to realize that hashtags on Twitter should be used sparingly and for ease of search when users are looking for subject, event, or name hashtags. According to Social Media Examiner, tweets that use more than two hashtags see a 17% drop in engagement. However, this does not mean stop using hashtags—use them in your tweets to increase your engagement rate and make your tweets more visible on Twitter; just don’t overdo it.

Tweet during the daytime and throughout the weekend. During the daylight hours in your audience’s time zone is generally when users are the most active on Twitter, with around 30% higher interaction. Although every target audience is slightly different and tracking your engagement time and interactions is the best way to get a feel for your specific audience, a general rule of thumb is to tweet and engage most when the sun is out.

Connect graphics to your tweets. Just by including images in your tweets, you can gain a 150% increase in retweets. Twitter’s rich Tweets give your tweets increased levels of engagement if they include images and videos. A solid ratio to use for tweets with images and tweets without is 70/30, according to Buffer.

Create a CTA in your tweets. Asking for retweets and giving users a call-to-action is surprisingly done by very few brands. However, directly asking followers for a retweet or to complete an action directly ups your chances of getting one by quite a bit. The philosophy of “If you don’t ask, you don’t get” rings true across social media, and especially Twitter. Your followers and general Twitter users are much more likely to interact with you if you’re clearly and directly asking them to do something.

Link your tweets. Salesforce states that 92% of all Twitter interaction, retweets, replying, and more, happens when users click links. Tweets that include links get roughly 86% more retweets, which means more engagement and reach for your Twitter page. Consider using a shortened link (like bit.ly) to track the links you include in tweets and strive to link in at least 60-80% of your tweets to grab more retweets overall.

Keep your tweets around 110 characters or less. Although the character limit for a tweet is 140, it’s actually better for your engagement to shorten your tweets even more. Shorter tweets get 17% higher engagement because leaving extra room in your tweet makes it easier for other users to retweet, add in commentary, or quote your tweet.

Optimizing your tweets and Twitter page requires a small amount of effort and a few, simple tweaks here and there. Stick to two hashtags per tweet, tweet when the sun is out, use images, shout out a CTA from time to time, include links, and keep your tweets well under the 140 character limit to increase engagement and gain interaction and retweets. Regardless of where your Twitter page is at right now with followers, it’s possible to grow and gain engagement on a weekly and daily basis by utilizing these six Twitter options and hacks.

News for the Week of 2.25​

Facebook Reactions Are Here!

Facebook has been telling us about this enhancement, and now it’s finally here. Rather than simply clicking the little thumbs-up to like a post, users have 6 emoji options to help them express their feelings regarding posts and news. In an effort to respond to user feedback, Facebook is offering emotive icons that express everything from “love” to “sad” to “angry.” For dealerships on Facebook, be sure to give this simple new update a try. It’s an easy way to interact with your followers’ posts, as well as see how people are reacting to the content you share.

Facebook Instant Articles Program

Now open to all publishers of any size around the globe, Facebook’s Instant Articles program offers an extensive reading experience for Facebook users.  Globally, hundreds of publishers are working with Facebook to provide content, while the social media giant continues to make improvements, such as adding tools that allow users to open Instant Articles more broadly.  Intended to solve the problem of slow-opening web articles, the Instant Articles program is a benefit to all publishers and users, but specifically for those with connectivity issues.  Publishers have complete control over their Instant Articles content and can even bring their direct-sold ads and keep 100% of the revenue.  Additionally, they are able to track ad data via their existing measurement systems, or users can opt to monetize content through the Facebook Audience Network.  Facebook’s Instant Articles program offers users several options to create interactive and dynamic stories to better engage readers.  Dealerships, look toward Facebook as you continue to engage consumers with your brand.  Provide relevant, interesting content and use the latest tools and updates to help you reach an even broader audience.

Twitter Customer Service Tools

Aiming to help businesses provide even better customer service via their social platform, Twitter recently introduced two new customer service tools.  The first offers a simple way to start a Direct Message.  A great way for businesses to communicate and have private conversations with customers, the transition from Tweets to Direct Messages is now as simple as a single click.  By adding a deep link to their Tweets, businesses can automatically display a call to action button allowing customers to send Direct Messages.  The second update is a Customer Feedback feature, which enables users to share feedback with a business privately after an interaction is complete.  This feature allows businesses to use Net Promoter ScoreSM (NPS®) and Customer Satisfaction (CSAT) formats for receiving more structured feedback, in addition to the open-ended feedback they get from Tweets.  Dealerships can benefit from Twitter’s latest updates as they continue to offer top-notch customer service and strive to engage and interact with as many consumers as possible.  By personalizing your interactions and responding to consumer feedback, your dealership will gain a solid reputation in the industry, and you’ll build trust in your brand.

Facebook Video Metrics Updated

Facebook’s redesigned video metrics in Page Insights make it even easier for publishers to see how their videos are performing.  After taking into consideration the updates publishers wanted to see, Facebook has added several tools to help publishers refine their video strategies.  Metrics that will now be available to publishers include Minutes Viewed, Unique Viewers, Views, 10-Second Views, and Average % Completion (including Audience Retention and Average View Duration).  Many publishers rely on insights to track performance, as well as plan upcoming posts, so the latest updates and refinements will give them an even better view of how videos are performing.  Dealerships, in addition to creating and posting video, be sure to track performance by utilizing the latest tools and metrics available to you.  You’ll be able to see what’s resonating with your audience, and you can plan your content based on what’s getting the most traction.

Instagram Adds Two-Factor Authentication

Instagram confirmed it will soon roll out two-factor authentication before users can access accounts, meaning that in addition to verifying an email address and password, users will also have to verify a phone number.  With 400 million users, this was a necessary step to make it more difficult for hackers to break into user accounts.  Two-factor authentication is something Facebook, Instagram’s parent company, has had for quite a while, and without it, users are at risk of hacks that can lead to, not only stress, but also financial loss.  Dealerships that realize the importance of Instagram as an integral social network will be able to capitalize on the importance it plays in the lives of today’s consumers.  It appeals visually to shoppers, and you can use it to engage with timely updates.  Remember, don’t oversell; instead post content your consumers will find interesting and will likely want to share.

Hello, Twitter GIF Search

Twitter has realized just how popular GIF sharing has become, and in order to make it easier than ever to share, the platform has introduced their new GIF search.  Now, when users compose Tweets or Direct Messages, they can search the GIF library to find the perfect GIF to accompany them.  Users can simply click the new GIF button to either search by keyword or browse a variety of categories to find the perfect GIF for their purposes.  Dealerships, don’t be shy about occasionally adding a GIF to your Tweets.  Your shoppers, especially the younger generations, are accustomed to seeing online communication that includes things like occasional emojis and GIFs.  Just remember to keep your platform and your posts in mind, keep your add-ons in context, and if your content is lighthearted, it’s ok to go for a GIF every now and then.

Twitter Video Capture

Twitter recently introduced video capture and sharing in Direct Messages for all iOS and Android users.  Users can now record, upload, and share video via the Twitter app, which means users no longer need to have a Vine account in order to share videos with their followers.  With a max length of 30 seconds, there are two possibilities for uploading and sharing Twitter videos.  Users can either record directly from the app or upload videos from the gallery of the device being used.  Either way, videos are not played automatically when reached in a timeline; users must click play in order to view.  For dealerships on Twitter, take advantage of the latest updates and boost your audience by capturing and sharing videos via this app.  Consider engaging users in a video contest to boost interaction and interest in your brand.

Tip of the Week – Be a Consistent Presence

At first, guaranteeing a consistent presence may sound like it makes social media a much bigger job than you want it to be.  However, once you’ve established your presence on the platforms where you want to interact, you can easily schedule posts and make time for interaction without feeling like it’s taking up too much of your day.  Once you’ve connected with followers online, they’ll expect to see updates, content, and information from you on a regular basis, and when you follow through, not only will you gain loyalty from those already following you, but you’ll likely see more people gravitate toward you over time.  Check out some quick tips for helping you post regularly—without dedicating too many work hours to social media:

• Share third-party content.  When you find interesting and helpful content you think your followers would appreciate, be sure to share it via your social platforms.  Everything you share doesn’t have to be original.  Be sure to attribute it, comment on it quickly if you wish, and you’ll emerge as a thought leader who is willing to share the ideas of others.

• Schedule social time.  If social media is only a small portion of your day, be sure to schedule time for it so it doesn’t get overwhelming.  For example, block off early morning hours to prepare and schedule any posts you want to go out throughout the day, and likewise, plan a small amount of time in the afternoon to answer questions and/or give feedback.

• Set up a social calendar.  If you lay your plans out onto a social media calendar, you’ll be able to visualize exactly what you want to accomplish, and you can plan for consistent posting throughout the week to stay in touch with your followers.

• Plan for each channel.  All social channels are not alike.  You’ll probably plan more frequent posts for Twitter, and you’ll plan longer, more in-depth content if you’re on LinkedIn.  Plan according to the audience you’re trying to reach, the message you’re trying to convey, and the platform structure you’ll be on.

• Post images.  Your content doesn’t always have to be in-depth and wordy.  In fact, images tend to garner a lot of attention on their own.  You can consistently post and change things up by sharing quick pics with captions that convey your brand message or relevant information.

• Re-use, recycle, rework.  You put a lot of time and energy into your dealership’s content, so if you have a past post that’s been especially popular or that’s gotten a lot of traction, consider reworking it slightly and reposting.  You don’t have to re-invent the wheel every time in order to share great content.  This can save you some time and help you stay consistent with your posting.

When you are able to maintain a consistent online presence and interact with your audience, you’ll remain front of mind when it’s time for consumers to research vehicles, purchase, or visit a shop for service.  It’s worth the time it takes to schedule posts and plan to engage your online audience, because the trust and loyalty you gain will end up bringing more shoppers to your dealership.

News for the Week of 2.18​

New Twitter Timeline Feature

Twitter users and marketers will be happy to see the latest update, which allows them to view the best Tweets first.  Most Twitter users follow hundreds, if not thousands of people, and this enhancement ensures the best Tweets won’t be missed.  Users can easily turn this feature on in their settings by selecting ‘Show me the best Tweets first,’ and from there, when they open Twitter, the Tweets they’re most likely to be interested in from all the people they follow will show up at the top of their timelines—in reverse chronological order.  Users won’t lose any of the other Tweets, as the rest will simply be displayed underneath the initial display.  Twitter hasn’t announced exactly what drives prominence in the algorithm for this latest update, so no one is really sure what will drive a Tweet to be in the “best Tweets” list.  Keep your eyes on the potential of this functionality to help businesses learn what types of interactions and engagement will drive Tweets to the top of user timelines.  For your dealership, it’s important to remember to interact regularly and provide valuable content they will want to Retweet.

Twitter First View

Marketers can now share their brand stories across Twitter via First View, which offers exclusive ownership of prime Twitter real estate for 24 hours.  Promoted video occupies the top ad slot when users first logon to Twitter, and when marketers take advantage of First View, they are able to tell their stories in this ad space for 24 hours, achieving a significant audience reach.  Initially rolling out to managed customers in the U.S., First View will continue expanding and eventually be available globally.  Whether it’s on Twitter or another platform, it’s important to reach consumers via the mediums they gravitate toward.  92% of mobile video viewers end up sharing videos with others, and 64% of consumers are more likely to purchase products after watching videos about them.  Video is powerful, so it’s important for dealerships to keep this in mind when planning their marking.

New Facebook Video Ad Features

Users can now welcome automated captions and added reporting and buying options for video ads to Facebook’s extensive bag of tricks.  The addition of automated captions is a big deal for the social media giant, as extensive studies have been done which show users who are surprised by unexpected volume from feed-based ads react negatively—both toward the advertiser and toward the platform.  Consumers want the choice to either opt in or out for sound.  By being able to easily add captions to video ads, consumers can read what’s going on without being inundated with sound during their mobile experience.  Additionally, Facebook is offering more reporting and buying options for ads to allow advertisers to better understand how people are engaging with their videos.  New metrics have been added that allow advertisers to view the number of people who have viewed videos with sound.  Dealerships that are already working with video can benefit from this enhancement.  Keep your consumers in mind and caption your mobile video so on-the-go users can opt out of sound and still engage with your brand.

Foursquare + Delivery.com = Convenience

Foursquare and delivery.com have joined forces, along with Button, to offer consumers the convenience of delivery directly from Foursquare.  Available to consumers in all of delivery.com’s 36 serviced cities, this latest pairing offers fast and simple front-door delivery.  Users can open the app, search for what they want, and tap to have meals, alcohol, and groceries delivered.  A nod toward today’s convenience-loving consumer, this gives us a glimpse at the future of service and hints at options other industries can potentially deliver.  For dealerships, it’s a great time to take a look at both your technology and the ways you can use it to increase convenience for consumers to boost your business.

New Google+ Web Preview Updates

Google+ has begun work to update and roll out improvements on its new Google+ Web Preview.  Google+ has been listening to feedback, and they’ve begun with 102 bug fixes, as well as completing updates to allow users to search for members in a Community, approve or reject comments Google+ has flagged as spam, and upload multiple images at once to a post.  As users continue to send suggestions and ideas, Google+ has promised to keep working on further enhancements.  Dealerships, be sure to maximize your visibility by maintaining your online presence, ensuring your profiles are up to date, and providing key business information for potential customers.  Don’t get lost in the crowd; instead, be sure you stand out on Google+ by engaging your followers and providing relevant content, visuals, and responding to reviews.

Tip of the Week – Join the Conversation Marketers

As marketers, businesspeople, and salespeople, our jobs revolve around getting people’s attention.  And we all know how busy people are.  They are overwhelmed with working, playing, driving, exercising…pretty much doing everything except focusing on what we’re trying to sell.  So we’re left with figuring out how to get shoppers to notice us, and that’s ok—if we do it well. There was a day when interruptive marketing was just about the only thing consumers saw, however businesses have figured out they’ll make more progress with shoppers if, instead of making them stop what they’re doing, they join consumers in their conversations and interactions.  Brands offering a seamless, more enjoyable experience that is authentic are more likely to gain the attention of busy shoppers who crave engagement. In order to become a part of the conversation with your audience, consider some of the following and work toward putting your dealership’s most authentic foot forward:

• Quality counts. While your presence is important, remember consumers are inundated with content, so be sure if you’re asking for their attention, it’s for a good reason.  Offer quality content, feedback, and valuable insights that will be appreciated, and you’ll end up being a customer favorite.
• Speak their language. In addition to finding out what customers are interested in, it’s a good idea to perfect your storytelling skills and find ways to make your dealership messages truly resonate for shoppers.  Straightforward ads and hard sells don’t stick with consumers nearly as well as stories that show them how your products can impact their lives.
• Know your message. Social media is the place where you really need to hit your message and be accurate, because whoever your audience is, they are listening.  They’ll know if you goof, and they’ll tell everyone about it.  The really good news is, however, if you’re authentic and honestly try to fix an issue, your followers are likely to be supportive and spread the word about your good will.
• Be fun. Consumers are overwhelmingly interested in video, visuals, and interactive content—so do your best to give them what they’re asking for.  You can stay true to your brand and add plenty of fun elements in at the same time.  Chances are, you’ll end up garnering plenty of engagement when you step up your fun quotient!
• Remember where you are. Facebook isn’t Twitter…isn’t Google+…isn’t Instagram.  Do a little homework and be sure you’re posting content that works effectively for each specific platform.  You can get quite a bit of traction and re-use some of your content, however, you may need to update it or tweak it for various platforms in order to achieve the best results.

Above all, have a good time getting to know your consumers and be sure to join their conversations and engage with them in a natural way.  You’ll find this helps you gain more ground, earn trust, and get more people through the doors of your dealership than stiff me-to-you advertising that interrupts and distracts consumers.  When you find ways to seamlessly make yourself a part of their natural conversations, you’ll end up being a valuable connection they’ll be more likely to turn to when it’s time to buy.

News for the Week of 2.4 ​

Snapchat Add Me URLs

Snapchat recently rolled out Add Me URLs to make adding people even easier. Users are now able to copy their own unique URLs and instantly share them via apps like Twitter, as well as add them in places like signatures.  When the URL is tapped on a mobile device, a preview of the user’s Snapchat profile appears alongside an Add button. Previous feedback showed that following people via Snapchat could be challenging for less experienced users, but this latest update corrects that, making it easier to follow friends, acquaintances, and celebrities at the touch of a button. Dealerships, keep in mind the popularity of Snapchat as you work to build your social presence. With over 100 million daily active users, Snapchat can give you an extensive presence with your mobile audience. Consider quick updates like coupon Snaps or service incentives for users who follow you. Even on other platforms like, Twitter, Facebook or Periscope.

Facebook Audience Network Broadens

Facebook broadened its Audience Network to support mobile web, which means native ad formats and people-based marketing are now available to a new set of publishers. Additionally, 2.5 million Facebook advertisers will now be able to reach people via mobile devices.  Recently updated technology allows publishers to take advantage of fully customizable native units, as well as formats like carousel ads to showcase multiple images.  Currently in beta, publishers are able to integrate easily and get started with Audience Network for mobile by adding a JavaScript tag to their HTML page source code.  As Facebook continues to innovate and provide improved experiences for publishers, dealerships should continue to take note of the opportunities that are available to reach their audiences via this platform.   Consider engaging consumers with innovative content and targeted campaigns in order to gain traction for your dealership.

Twitter Enhanced Video Player and Auto-Looping GIFs

Twitter continues to update, and its latest enhancements include a custom video player in Twitter Kit, as well as auto-looping GIFs.  With the custom video player, users are now able to view the duration of a video before initiating a playback, allowing for increased user engagement.  Additionally, GIFs now have a unique badge and feature auto-looping playback to enhance user enjoyment.  As Twitter continues to develop innovative ways to reach more users, dealerships should keep their eyes on ways to engage consumers by utilizing the newest tools and updates.  From dealership events to service specials, reach out to customers and share your latest via Twitter to gain online traction.

Broadcast From GoPro Directly to Periscope

Now GoPro HERO 4 users have the ability to broadcast directly to Periscope for iPhone, making it easier to tap into user creativity—and at the same time keeping numerous iPhones out of potentially perilous filming conditions.  Instead of using iPhones to video their adventures, users can now broadcast from their GoPro HERO 4 devices directly to Periscope for iPhone simply by connecting to GoPro’s WiFi and ensuring it’s on video mode.  From that point, users are able to open Periscope on their iPhones and tap the broadcast button, allowing a broadcast to go live on Periscope.  Dealerships, be sure to use your creativity to update your followers with live video in order to take advantage of consumers’ affinity for visuals and video updates.  Consider live inventory or vehicle feature updates to highlight things consumers might find most compelling when making purchase decisions.

YouTube Donation Cards

YouTube creators can now raise money to support their favorite causes, transforming video views into donations.  Donation cards allow subscribers and viewers to donate directly from videos simply by adding a donation card and choosing a nonprofit.  100% of donations go to the organizations selected, giving YouTube users the opportunity to give back and do good throughout their communities and the world.  For dealerships that already participate in fundraisers and nonprofit work, this is a great way to get the word out and grow online engagement for the causes you support.  Consumers want to interact with businesses that give back, and this is your chance to help others and let your audience know what you’re all about.

Facebook Expands Live Video

Facebook live video has been expanded even further, allowing iPhone users across the U.S. access to this latest functionality.  In the coming weeks, Facebook expects to roll this feature out to users throughout the world, encouraging more people to connect and communicate with video.  Simply by tapping on Update Status, users are able to select Live Video, write a quick description, choose an audience, and then go live.  While broadcasting, users are able to see the number of viewers, the names of friends who are viewing, and a stream of real-time comments.  Once a video broadcast ends, it will be saved to users’ timelines to either be rewatched or deleted at a later time.  As more platforms move to live video, it’s important for businesses to engage with consumers in this way in order to connect and share important moments.  Dealerships, continue to find new and innovative ways to share live video feeds with shoppers in order to build relationships and stay connected.

Vine Trends Page

Vine recently launched its Trends page, making it easier for users to discover trending stories and follow what’s important to them.  This page offers a unique and simple way for Vine users to dig into the history behind their favorite Vines, allowing them to discover the back stories that make the most popular Vines stand out to millions around the world.  Dealerships that are focused on the importance of social should not lose sight of Vine.  Take a few moments to get creative and reach out to consumers who want to get to know the personality of your dealership.  Vine is a great place to let your brand shine by sharing quick clips of employees, tales from the showroom floor, or anything else that allows you to share a sneak peek of what’s going on in the dealership.  When you interact with consumers, they’ll be more apt to align with you when it’s time to shop.

Tip of the Week – Show Your Personality

Consumers want to engage with brands they share a connection with.  Just like forming any relationship, we gravitate toward those who share similar interests, likes, and causes—and that means your dealership will need to open up and show its personal side in order for consumers to get a sense of who you truly are.  There are a few things you’ll want to keep in mind as you reach out to online consumers and share your dealership’s personality:

• Stick with your brand identity.  Your dealership has a personality—friendly, down-home, neighborly, family-owned—and whatever you’ve always been is what you should continue to convey.  Have fun with your online engagement, but don’t change who you are.

• Stay positive.  Stick with the rules you already know about sharing on social media.  Share positive information, stay away from the negative, and avoid anything controversial.  You are sharing your personality—but you’re not looking to start a debate or drive potential customers away.  Positive posts will encourage interaction and engagement, and you’ll gain more shoppers in the long run.

• Share information.  Your online followers love to learn.  If you are able to share quick how-tos, give helpful updates, or show them how something works, you’ll be providing a valuable service—and you’ll be seen as a go-to resource.

• Share your experiences.  Consumers are drawn to storytelling, and when you’re able to share your own personal experiences, you’ll build trust and loyalty.  Storytelling allows you to build connections with your followers based on shared experiences, adding to your dealership’s human side. And sharing your story via video (on Periscope, YouTube, etc.) gains more traction than ever this year.

• Show images.  You probably already know the importance of sharing images and video on social media.  Not only is it good for engagement, it’s also a great way to add personality to your brand.  By sharing images, you’re giving a human face to your dealership.  Be sure to change things up by showing your pros at work, behind the scenes, and even include some candid or funny shots of lighthearted times on the lot.

When you allow your customers to get a glimpse of your dealership’s personality and share in the human side of your brand, you’ll go a long way toward gaining loyal shoppers.  By interacting and engaging with online followers, you’ll forge relationships that carry over onto the showroom floor.

Give Dealership Professionals the Tools They Need to Succeed ​

You’ve worked hard to ensure you have the best professionals in the business working at your dealership, so it makes sense that you’ll continue working hard to give them the edge they need when it comes to connecting with shoppers, creating relationships, and boosting sales.  But things move quickly in today’s marketplace, and tools are continuously being updated.  Consumers are in a rush to complete transactions, they show up at your dealership more informed than ever, and your professionals are under pressure to stay up-to-date and informed, as well as find new ways to engage and level with shoppers. As we kick off this month, we’re focusing on ways you can help level the playing field for every professional at your dealership, and first and foremost, that involves building solid relationships and interacting with consumers in a way that allows you to gauge and meet specific needs.  Today’s shoppers are looking for seamless transactions throughout their automotive buyer journeys, and by striving to provide positive experiences, you’ll earn a reputation for being a dealership that’s easy to work with and cares about shopper needs.  Solid consumer relationships built on trust will be the cornerstone for success in today’s busy and ever-changing marketplace.

Building Relationships to Build Sales 

Today’s shoppers want to build relationships with the brands they select.  Shoppers are finding their online voices and speaking out regarding what they’re looking for, how they want to shop, and what types of businesses appeal to them.  This is great news for your dealership, because now you have access to consumer insights that can help guide you toward enhancing the shopper experience in a meaningful way.  By building relationships and having social conversations with potential shoppers, your dealership will be able to thrive and grow in the marketplace.

Removing Shopper Pain Points

Successful dealerships strive to remove shopper pain points and understand consumer motivators, and with the insights and connections that are now available, this is more achievable than ever.  This month, we’ll take a closer look at the tools, tricks, and behaviors that will help your dealership pros level the playing field and shine in the eyes of shoppers.  No matter how dealerships arrive at the goal, the mission stays the same: create meaningful consumer relationships that result in trust, shopper loyalty, and increased business:

• Get to know your demographic.  By being able to identify specific consumer groups and deliver what they’re asking for in a car-buying experience, you’ll gain credibility and a reputation for being a dealership that’s in tune with shopper needs.  Take an in-depth look at various shopper groups like millennials, Gen X, Gen Z, Hispanic shoppers, and more—and you’ll be able to determine marketplace needs, as well as deliver a top-notch shopping experience.

• Stay up to date with technology.  Like all shoppers, auto shoppers are on the lookout for the latest technology, both in-vehicle and with regard to the way your dealership does business.  When you stay abreast of the latest updates, gadgets, and apps available to shoppers, you’ll be able to share more; and when you’re in-the-know and on top of tech, shoppers will continue to look to you for the latest insights.

• Utilize the technology that’s available to you.  Shoppers arrive at your dealership with more information than ever about vehicles, and often they feel like they already know what they want.  When you arm your dealership pros with technology that helps them meet consumers where they are in their buying journeys, you’ll be giving your employees a valuable edge that will help them boost the dealership’s bottom line.

• Identify your super-advocates and enlist their help.  Your advocates are consumers who are excited about sharing your dealership with others.  They are your biggest fans and your loudest proponents, and they want to spread positive news about what’s going on with your dealership.  When you interact with them and give them your time, they’ll be more than willing to share your updates with their social circles.

• Tell great stories with micro-moments that resonate.  Storytelling sticks with consumers because, more than straightforward advertising, it strives for a personal connection.  By creating meaningful micro-moments, you’ll be infusing personality into your brand, making it memorable and more appealing.  Much more than sales pitches, stories allow consumers to connect with who you are and what you do.

It won’t take long for consumers to notice your dedication, and they’ll come to see your dealership as a reliable partner and a great place to do business.  By utilizing all the tools in your arsenal to help build stronger relationships, you’ll win shopper trust and succeed in leveling the playing field as your professionals work to make sales.  It’s important to keep in mind shoppers are looking to build connections with your dealership.  When you remain focused on creating meaningful consumer interactions, you’ll see your dealership propelled toward success in the marketplace.

News for the Week of 1.27

Periscope Broadcasts Live on Twitter ​

A brand-new functionality that’s initially rolling out for iOS, Twitter is now making it possible for users to watch Periscope video broadcasts without leaving the Twitter app.  Previously, Twitter users wanting to watch a Periscope broadcast needed to tap a link to open the Periscope app, however, the newest functionality now replaces those links with the broadcast itself, making it quick and easy for users to dive in and see the world from others’ points of view.  For broadcasters, this means potentially reaching an enormous Twitter audience; and Twitter users now have access to experiences directly from their timelines.  Available for iOS, this functionality is soon to be rolling out for Android and web.  Dealerships, keep your eyes on Periscope as a way to build brand recognition and gain the interest of video-driven audiences.  Consider broadcasts like interactive Q&As or behind-the-scenes interviews with your shop professionals to increase engagement.

Twitter Flight School Open for ALL Marketers

Now open for all marketers and available in 16 languages, Twitter Flight School is a way for users to become Twitter experts.  Through the free online education program, marketers are able to learn how to better connect and engage their audiences, as well as build excitement around their products and drive sales.  Previously only open to agency marketers, this service is now available to non-agency marketers who are interested in participating in online tutorials, research, and case studies that will help them develop their skills.  Online courses include Twitter 101, How to Create and Manage Objective-Based Campaigns, How to Integrate Twitter into a TV Campaign, and How to Drive Website Traffic and Conversions.  Upon graduating, marketers will be able to use Twitter to reach goals ranging anywhere from boosting sales to generating brand awareness.  Dealerships, take advantage of the many ways you can put Twitter to work to help you engage your consumer audience.  This platform offers a great opportunity for you to interact with your existing customers, as well as expand your audience, by contributing relevant, timely content.

Facebook Audience Optimization for Publishers

Facebook introduced a new tool to help publishers reach and engage their audiences, as well as gain a greater understanding of their interests.  The new Audience Optimization tool helps publishers improve their posts by gaining a better understanding of who is most likely to interact and engage with them, increasing engagement both at the Page and post levels.  Audience Optimization includes a preferred audience feature, which gives publishers the ability to add tags to their content in order to help Facebook users connect with the topics that are most engaging to them.  Additionally, audience restrictions give publishers the capability of limiting the visibility of posts by selecting audiences that may not find posts appealing or engaging.  An Audience Insights feature offers publishers visibility to their content performance, helping them tailor their posts and understand what specific audiences may be looking for.  Dealerships with a presence on Facebook can look forward to utilizing the Audience Optimization tool to better target consumers and spark conversations that are relevant and interesting to specific shopper groups.  Grab consumer attention by posting content that speaks directly to their areas of interest.

New Features for Facebook Lead Ads

Aimed at helping businesses get even more from their ads, Facebook recently announced its newest features for lead ads, which include context cards and offering availability of ads in the carousel format on desktop or mobile.  Businesses have already reported receiving more high quality leads since Facebook launched lead ads, and with the newest features, businesses can now give people even more information regarding what they’re signing up for—before they submit their lead—making them more likely to sign up.  Context cards are optional and pop up after a lead ad is clicked, giving the business an opportunity to offer more details about what they’re asking consumers to sign up for.  Additionally, with Facebook offering lead ad availability on both desktop and mobile, it’s now easier than ever for businesses to connect with consumers on the device of their choice.  Dealerships, continue to drive brand awareness by interacting with your Facebook audience and offering quality content that drives users to your website.  Use ads to book test drives, service, and even invite shoppers to special events.

Improvements to Facebook Mentions App for iOS

Facebook has improved its Mentions app for iOS, enhancing how users both broadcast and save video after going live.  The newest improvements allow users to record live video by holding their phones in either landscape or portrait mode, with the live video still appearing in square aspect ratio.  Additionally, Facebook has added the capability for users to save finished live videos to Camera Roll, and a high-quality video upload option is available for posts.  It’s also now easier to filter in the Mentions app, either by topic or by source, simply by using the dropdown menu at the top of the Mentions feed.  Users also now have the ability to reply to private message sent to their Pages or profiles from within the Mentions app, simply by visiting the Notifications tab and tapping the Messaging icon.  While Facebook Mentions is directed toward public figures and their followers, likes, and updates, it’s important to you because you’re able to stay up to date with trending stories that your followers might find interesting.  Dealerships, remember to stay current with what’s happening when it comes to trending topics, and be ready to share and discuss the things your followers may be interested in.

Tip of the Week – Shoppers Gravitate to Video

Video continues to grow as a content strategy, and that’s because businesses everywhere recognize the fact that consumers gravitate toward it.  Shoppers today are in a hurry, overwhelmed by products in the marketplace, and accustomed to quick sensory feedback from the many screens they access each day.  Many traditional marketing tactics have gone by the wayside, to be replaced by conveniently-received information in the form of images and videos.  In fact, 50% of all mobile traffic can now be attributed to online video.  Additionally, 65% of viewers who start watching a video will watch over 75% of that video, giving businesses ample time to convey important messages to potential buyers.

The fun thing about video is that there are a LOT of options.  It’s not boring, and no post ever has to be like a previous post.  There is room for creativity, and this is great news for your dealership.  The industry is crowded, and whenever you can do something to stand out from the crowd, you’ll be making gains toward building your customer base and earning loyal shoppers.

Below are 10 fun ideas for video that can give your dealership the boost it needs to stand out on social media:

1. Interview experts.  Trade shows are a perfect place to run into experts in your industry, but don’t overlook your in-house experts either.  If you have someone who is great at explaining the financing process and simplifying it, invite him or her to give a brief run-down on video.  Leverage your in-house specialists and ask them for short interviews that highlight their areas of expertise.
2. Put yourself in the hot seat.  (Or any expert at your dealership, for that matter.)  Host a Q&A for your followers at a specific time, and answer questions regarding vehicles, service, shop hours, or financing.
3. Go behind the scenes.  Uncover the mysteries of the finance manager’s office or follow one of your mechanics under the hood of a car for a live, up-close look at what’s happening at your dealership.
4. Share news and updates.  Have exciting things happening at your dealership, like construction, expansion, extended hours?  Share the big news via video, and your fans will line up to watch.
5. Demonstrate what to do.  Consider giving how-to demonstrations that teach or inform.  What about how to check your oil, how to check tire pressure, or how to change a tire?  By sharing valuable information with consumers, you’re positioning yourself as a trusted source for information.
6. Share the latest makes and models.  Rolling a shiny new model onto the showroom floor?  Catch it on video and highlight some of its best features.  Shoppers will head for your dealership to see what all the hype is about.
7. Recap your best posts.  If you have a blog post or social post that’s received good feedback or gotten a lot of traction, try recapping it in video format to create even more interest.
8. Highlight an event at your dealership.  If you hold fundraisers or community events at your dealership, sharing them via video is a great way to get the word out that you are active in the community and engaged with your consumers.  Interact with attendees and get their input on video to share with followers.
9. Share an opinion.  Do you have an opinion that could help consumers?  For example, what’s your viewpoint on synthetic oil?  When you can objectively share insights and give followers information to help them make decisions, you’ll stand out as a thought leader in the industry.
10. Offer tips and tricks.  Give consumers a quick rundown of your favorite tips and tricks for a selected topic.  For example, if it’s springtime, consider a short video listing tips and tricks for the best driving vacation.  When you offer useful advice in a quick, fun format, consumers will gravitate toward your content.

Consumers have spoken, and however you decide to leverage video at your dealership, it’s a format that’s here to stay. Video content will continue to be an integral tool in helping businesses connect, and when your dealership takes advantage of the many ways to create compelling visual content, you’ll see your audience respond with enthusiasm.  Video speaks to shoppers who are in a hurry and consumers who are seeking answers, and it offers a way for you to reach out creatively and form a connection with your audience.

A Growing Generation ​

As Generation Z grows into a larger-purchase generation, it’s important for your dealership to take notice of the ways this younger generation of shoppers prefers to tackle the marketplace. The way they shop, research, and connect with businesses will affect the way your dealership chooses to communicate with and market to them. Generation Z, the generation immediately following millennials, is the youngest car-buying generation. Just grazing the automotive market, they are assuredly not a generation to be ignored, as they have money to spend, and they have grown up knowing how to care for their finances and plan their spending. It’s important to note the things that drive this generation in the marketplace, both socially and economically. According to Drive My Family, Ford hit a recent homerun with younger shoppers when it took time out to discover their affinity for smaller, more fuel-efficient vehicles. Often opting for cars over trucks and larger SUVs, this generation is focused on the economics and long-term maintenance that come with their purchases. With less money to spend than older vehicle shoppers, savvy Gen Z consumers are paying close attention to fuel economy and the overall expense of the vehicles they purchase.

Gen Z, a Generation That’s Creating its Own Culture

While Gen Z is only just becoming old enough to purchase vehicles, it’s important to understand what drives and inspires these consumers. They are the post-millennials, generally defined as those born between the mid-1990s and 2010, and they are experiencing a social and cultural reality that is distinctly different from that of previous generations. Their parents have lived and budgeted through the Great Recession, and therefore, this generation has inherited a cautious approach with finances and approaches spending with a levelheaded outlook. Although these shoppers are still young, they value their money and seek out value in the marketplace, a mentality that is expected to carry over to larger purchases as they grow older. True digital natives, this youngest consumer generation was born into a 24/7 online world. They are growing up immersed in platforms like Instagram, consuming digital media from multiple devices, and leaning on various online sites for information and updates. These teens and twenty-somethings are tech-savvy, often preferring their mobile devices over other options like television. A huge portion of the population, Gen Z is an estimated 60-million strong, however, it’s tough for marketers to get a true read on overall preferences and tastes because this generation spans from elementary-aged kids to early twenty-somethings. While they’ve got plenty of spending power, around $44 billion per year, they’re still growing into their styles and buying preferences, and that leaves businesses waiting to see how they can best reach this maturing generation. With their spending money coming from introductory jobs—and in many cases allowances from their parents—it’s essential to know where this generation’s priorities lie in order to formulate a marketing plan that will be successful for your dealership:

• Gen Z has grown up continuously plugged in. They are almost never without social media, and for your dealership, this means being even more in tune with your social platforms and doing your research to determine the most up-to-date places to post relevant content in order to reach these consumers.
• They are multi-taskers, and they are efficient. On average, Gen Z individuals use 5 devices per day, with 41% of their non-school time spent on some type of screen. Hang-out time is now screen time, and it’s common for friends to spend hours chatting, doing homework, or simply just being together on platforms like FaceTime, Google Hangouts, and Skype.
• Making a difference in the world is extremely important to Gen Z individuals. This means marketers will need to pay close attention to the products and services they can offer to garner positive attention in this regard. Dealerships that highlight fuel efficiency, affordable hybrids, and ways to give back to local and global communities will be more likely to gain favor with these younger shoppers.
• Gen Z wants to be involved and engaged with the brands they love. Rather than being marketed to, this generation wants to feel connected with brands and build relationships. Reach out via online platforms and take their feedback to heart in order to truly win this generation’s trust and loyalty.
• Authenticity is essential. These consumers are looking for brand stories that are conveyed in real and authentic ways. They appreciate openness and honesty, and when your dealership is able to connect with them and lean into their realistic, problem-solving nature, you’ll gain points and begin to build relationships.
• Gen Z is more global than any generation before it. Although millennials are noted for their global awareness, Gen Z boasts even broader global thinking, primarily due to the fact that they have been online nearly their entire lives. They are able to easily share thoughts, interactions, and experiences with global peers because of the technology that’s available to them. Gen Z consumers will likely appreciate dealerships that are able to share global viewpoints and awareness.
• They are cautious and money-conscious. A pragmatic group, Gen Z has grown up thinking about finances and planning before they spend. In addition to the Great Recession, they have seen previous generations struggle with issues such as student debt, Social Security, and the overall difficulty of saving in a tough economy. Because of this, they are diligent researchers who want to be sure of product decisions before they spend.

While it’s true Generation Z is still a fairly young one when it comes to the automotive market, it’s not too soon to turn your attention to the traits and characteristics driving these consumers in the marketplace. Some Gen Z shoppers are already purchasing vehicles, and if they’re not already thinking about it, it’s a sure thing your brand messages and presence are reaching them via the online media they are consuming. By getting to know this complex generation of young shoppers, your dealership can gain an understanding of what it will take, now and in the near future, to gain their trust and earn their business. A new generation of shoppers will soon be on your showroom floor, and they’ll be looking for a dealership that can engage them with an exciting brand, empower them to make a difference in the world, and help them to get the best vehicles for their money. It’s a pretty big challenge, but building great consumer relationships with these shoppers will pay off in a big way for your dealership!

Utilizing New Year Trends and Tools ​

After reading Social Media Shake-Up: Part I, you’ve learned about the social media platforms and trends expected to dominate the 2016 market. Part II will give you insights regarding how competitive dealerships can best utilize these platforms and trends to have a greater impact on consumers. If you’re forming a game plan for 2016, this one is for you! Below are four social media tools you can expect to make waves in your dealership’s reach, brand awareness, and bottom line.

In-the-Moment Updates

Even though social media is in-the-moment by nature, businesses can add a sense of immediacy with live posts.  Social media outlets like Twitter and Snapchat have already adopted this idea by allowing users to share live video broadcasts and give viewers glimpses into their lives. Simply taking a video and posting it later when a special moment has already passed pales in comparison to a live look at what’s going on. Instead of telling people about an event or sale after it is over, tools that offer live-posting ability allow you encourage consumers in real time to participate and interact with your brand, as opposed to before and after posts.

Another innovation that continues to feed consumers’ need for immediacy comes to you via Facebook.  You can expect Facebook’s Instant Articles to hit the big time in 2016, allowing users to post full-length articles to Facebook without having to link to an external source. Because of the competitive and aggressive nature of the automotive industry, consumer attention is money. With less click-throughs and redirects necessary to view content through social media, keeping consumer attention for as long as possible is made easier than ever.

Added Convenience With Buttons

Alongside in-the-moment social media updates, buttons will make all the difference this year. Facebook, YouTube, and Pinterest are three of the platforms that have already gained attention by introducing new buy-button features for their advertisers and users.  For car dealerships, buy buttons for large purchases are not practical, however consider offering the opportunity for social media users to easily and quickly request appointments, test drives, or information.  Consumers will be looking for this added convenience as the popularity of buy buttons continues to surge on popular sites.

For businesses, buttons offer the advantage of being able to assist consumers who have questions or show interest in products or services with a simple click. Users don’t even have to leave the application! Although currently Facebook, YouTube, and Pinterest are the only major social media sites that have implemented buy buttons, by the end of 2016, look for most major social media platforms to feature some kind of button capability.

Mobile Applications

What was once considered a bonus is now a necessity. As mentioned in Part I, mobile is expected to continue to dominate social media marketing this year, which is why continuously updating and revamping your strategy is a must. Although there are many ways to succeed in this area, mobile applications have the ability to make a significant impact on a dealership’s marketing success.

Mobile apps, used through any mobile devices, can help your dealership collect data, provide better customer support, reward loyal customers, and remain top of mind in a crowded marketplace. The key to mobile is assuring your applications are functionally and visually sound, while maintaining a substantial presence on as many of the main social media outlets as possible. With a mobile screen in front of consumers for a great amount of the day, it’ll be hard for shoppers to ignore a dealership that has its sights set on mobile.

Visuals Visual marketing will continue to grow in 2016, just as it did in 2015. It is now essential for brands to have a solid plan that includes integrating visuals into their marketing strategies. According to Buffer Social, tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets; and Facebook posts with photos accounted for 87% of all network interactions. In short, posts that encourage interaction are those that contain visuals.

Along with long- and short-form video, pictures and graphics are essential to creating a memorable brand image, and they increase the likelihood consumers will take the time to look at your content. Marketers must include visually appealing multimedia in their content, or they risk losing the attention of online consumers and missing out on valuable connections.

The better a dealership engages and interacts with social media users, the better it is able to adapt to market needs, and ultimately increase profits. By utilizing the latest social media tools, you’ll be able to help your dealership refresh and ramp up your 2016 marketing plans and start the year off on the right foot with consumers.  Be sure to lean into the tools that will dominate the online marketplace throughout the year, and you’ll be sure to gain shopper attention!

News for the Week of 1.13 ​

Twitter Conversational Ads

Twitter recently introduced conversational ads to make it easier for consumers to engage with and spread brand messages.  Giving advertisers an even more powerful way to spread their influence across social media, these ads engage users by using Promoted Tweets that include compelling messages encouraging followers to share and Retweet, like, and follow.  Conversational ads on Twitter also include call-to-action buttons with customizable hashtag buttons.  When a user taps a call-to-action button, a pre-populated brand message pops up along with creative and hashtag buttons which users can share.  Once a Tweet is shared, the brands automatically reciprocate by sending a thank-you Tweet for sharing.  Newly-composed Tweets will be seen by engaged consumer followers in their timelines, and they are accompanied by brand photos or video.  For brands, Twitter conversational ads are a powerful way to drive additional ROI at no additional cost.  Dealerships, take advantage of Twitter's newest functionality and be sure to engage with followers to create organic conversation about your brand, your vehicles, and the services you offer.  You’ll earn consumer trust and build recognition by engaging your followers and involving them with your brand.

YouTube HDR Video Support

High Dynamic Range (HDR) video, the latest in video technology, offers even more color and detail—and now, it is supported by YouTube.  With this update, YouTube joins Amazon and Netflix in offering a more vivid video experience, however, viewers will only truly notice the difference if they are using a screen that supports HDR.  Essentially, this upgrade allows video streamers to view content in much more detail than previously, capturing a wider range of contrast and brightness.  Dealerships, take heart; while HDR may be the buzzword of the moment, not everything is HDRcompatible yet, and if you remain focused on providing an engaging experience for your online followers, you’ll still pull your weight in the social world.  Video will reign this year, and consumers will continue to seek out content that is easily consumable and entertaining.  So focus on creating great video and keep your consumers updated with what’s going on at your dealership, and you’ll gain a broader audience in the process.

800 Million Facebook Messenger Users

Facebook Messenger continues to grow, and it recently surpassed the 800-million-user mark, a testament to the on-the-go nature of our culture, as well as our need for constant communication.  Throughout 2015, Facebook worked on Messenger enhancements, which included not only updates for individual users, but also updates for businesses that offer better ways to engage and interact with consumers.  It’s not brand-new, but with the success of Messenger, it’s worth repeating that Businesses on Messenger have the capability to chat with shoppers, give updates and order confirmations, send shipping confirmations and status updates, as well as simply stay in touch with shoppers.  For dealerships, Facebook offers several ways for you to interact with your audience; and in addition, you can engage your followers by providing quality content and participating in one-on-one conversations to build lasting relationships.  Your customers are on Facebook, so that means it’s a great place to get involved and make your presence known!

Snapchat Lens Store Closes

Snapchat recently closed its selfie lens store, choosing instead to focus on advertising, which includes sponsored lenses branded with movies and products.  Users will still be able to choose up to 10 free lenses per day, and any previously-purchased lenses will be retained.  However, the $1 lenses that were previously sold will no longer be offered.  According to Snapchat, “tens of thousands of lenses were being purchased every day.”  Brands, however, are charged anywhere from $450,000 to $750,000 per day to promote a sponsored lens, so the popular platform will still be earning money from its lenses.  Although trends on Snapchat may change, Dealerships should continue to keep their eyes on the growing popularity of this platform.  Consider campaigns that are quick and easy to digest; think about giving your followers sneak peeks of your inventory, quick glimpses of sales or events, or even offering coupons via Snaps.

Tip of the Week – Involve Online Consumers to Gain Insights and Grow Social Following

As you’re building your social media presence, it’s important to involve consumers in your posts in order to build trust, gain insights, and grow your online audience. There are lots of ways you can do this, but first and foremost, it’s essential to remember to remain open and encourage two-way communication so shoppers know they can turn to you when they have questions or need advice. While you’re busy putting great content onto your social platforms, it’s a good idea to break things up and give online consumers a few easy ways to interact with you. Check out the following ideas to get people involved with your dealership’s online presence:

Use CTAs. A call to action is a great way to incite followers to do something, especially if you’re asking them to do something that’s quick and relatively easy. Want them to try your new online scheduling service for oil changes? Let them know on your website, Facebook, Twitter or any platform; and give them a link that functions well and leads them directly to an easy-to-use site.

Ask questions. If you’re looking for interaction, throw a relevant question out to your followers and see how they respond. Not only can questions engage consumers, but the answers you receive can help you improve the service your dealership provides. Well-planned questions like “What’s the best amenity a dealership can offer while you wait?” can be helpful as you work to improve the customer experience.

Consider a Q&A. Determine a set time each week so that consumers will expect it; then open up your platform to shopper questions. Ensure a professional real-time response from your dealership as consumers present you with their most pressing automotive questions. Your online Q&A sessions will gain a following, and you’ll build your audience by presenting professional answers that position your dealership as a leader in the industry.

Showcase your followers. Once you build an online audience, showcase them on your page. For example, consider asking dealership customers to submit photos of themselves on their best adventures in their new vehicles and post them to your social media platforms–like Twitter and Facebook. Your customers want to know they’re appreciated, and you can easily interact with them and maintain great relationships by engaging them and highlighting their updates.

Create a survey.  Give your online followers a voice by creating an online survey.  Consider asking about vehicle preferences, customer service suggestions, and even fun things like color choices or vehicle add-on preferences.  By giving online consumers a way to express their preferences, you’re showing you truly care about what’s important to them.

As you work toward building your online presence, be sure to change up the content you post on your social platforms.  In addition, it’s essential to engage your followers and encourage them to interact with you whenever possible.  When you are able to get consumers talking with you, you’re building relationships—and that’s a step toward getting shoppers in the door at your dealership.

What’s New & What’s Staying the Same in 2016 ​

Each year there are shifts and updates in social media. One minute, a platform is the hottest new thing around, and the next, it’s been deleted off everyone’s smartphones and a new one’s taken its place.  In 2016, it’s important your dealership stay on top of the latest trends and consumer insights in order to continue taking advantage of the social media platforms that matter, as well as move on from those that are no longer relevant to your audience.

Trends to Stay on Top of this Year

Mobile Will Take Over

The consumer shopping journey in 2016 is—and will continue to be—primarily mobile. 80% use their smartphones to shop or research, and mobile media time is now higher than time spent on desktops or other media. Furthermore, car shoppers have completed up to 70% of their buyer journeys before they contact you, or they’ve already made their final decisions before even heading into to your dealership.

This means 2016 is the year your dealership can benefit most from having a presence online that’s accessible across all mobile devices, not only for ease of access to consumers, but also because consumers won’t bother to find out what you’re offering if it’s not readily available to them online.

Video Is on the Rise

Transformation in the marketplace is driven primarily by the growth of video from 2015 into 2016. According to Google’s head of Agency Marketing Cenk Bulbul, mobile video will dominate video conversation in 2016. By the end of 2016, it’s predicted global IP traffic will skyrocket, with a large part of the fuel for this massive growth being online video. Consumer video on demand traffic is also predicted to double by 2019, showing it’s important to get in on the ground floor while video is quickly rising and marketing is in the process of shifting.

For your dealership, 2016 can be the year you bring video to the forefront and meet increased consumer demand for this visual storytelling medium.  The popularity of video will continue to grow, and when you meet this need with creative marketing, you’ll boost your brand and be relevant to a broader audience.

Snapchat

Snapchat has been making waves for most of 2015. With the combination of video and mobile taking over in 2016, Snapchat is becoming a serious contender in the social media world.  It was declared the app to pay attention to by FORTUNE in 2015. Snapchat is expected to shape the way people use technology to communicate, and “companies who see Snapchat as a toy or plaything without any real competitive advantage should probably reassess their position,” according to  social media and technology expert Mathew Ingram.

If your dealership wants to take advantage of the powerful mobile and video combination of Snapchat along with its appeal to millennials, check out our article with advice on using Snapchat to combat showrooming.

Social Selling Is Key in 2016

Instead of blindly pumping content and information out on social media platforms, brands and companies are focusing on targeting their content toward individuals, specific consumers, and certain generations. Your dealership can benefit largely from customizing the content it shares and the interactions it has based on customers’ specific needs.

It’s also key to get your employees involved in social selling for your dealership. 79% of salespeople who use social media outsell their peers, and 65% of buyers feel vendor content had an impact on their final purchase decisions. Gamification is a great way to get your employees involved, sharing, and ultimately earning more for themselves and your dealership.

Social Media Platforms You’ll Want to Keep

As predicted, several of the large, traffic-driving social media platforms will remain relevant in 2016. The platforms you’ll want to continue using are Facebook, Twitter, and LinkedIn, primarily. A couple additional platforms your dealership may want to consider utilizing, if it doesn’t already, are Instagram and Pinterest.

Each of these social media platforms and 2016 trends can be powerful tools to help your dealership connect with consumers and provide relevant content that gains more attention, followers, and in turn, customers. The platforms staying relevant in 2016 continue to rise in the social media world, and this year’s upcoming and current trends will benefit your dealership and help you boost sales as you continue to grow your audience and reach out to new consumers.