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When social media started picking up steam in the automotive industry in 2008, the idea was that since more people were getting social and communicating on these public arenas, it would be a great medium through which to get more customers. Fast forward to today and we’ve found that it can be more challenging than most expected.
The lack of social media ROI has prompted many dealers to abandon social media in general. Sure, they’ll post every now and then on their Facebook page or put out a Tweet before a big sale, but for the most part the broken promise of social media delivering the masses to the showroom has many dealers pulling back. This can be a mistake.
Whether people are using social media to buy cars or not can be debated, but what cannot be debated is its influence on perceptions. Page views on social media pages, particularly Facebook and Twitter, are going up. Some of this can be attributed to more dealer websites linking to their social profiles. Another reason for this, which can be clearly seen through Facebook Insights, is that people click from search to check out what a dealership is doing on social media.
They are looking at dealerships’ social pages for a reason. They want to know more about your dealership. What are they seeing when they look at your profiles?
In general, most experts would agree that it can be a bad idea to automate your social media. You want to express the personality of the dealership and share content that is meaningful to your customers. For the most part, this is not achievable with automation tools, but there’s one instant when it’s okay.
Our philosophy regarding social media is simple: personalize easily. We know that it can be a challenge for dealers to find the time and content necessary to make a strong social media presence, so having the ability to control the content that’s being syndicated to Facebook and Twitter is the only way to automate without having a robotic page. There are tools like Hootsuite and Buffer that do part of the job, but they do not make it easy to post dealership-relevant content like inventory and industry articles.
We will be posting best practices about social media in the coming weeks, but for now we encourage you to check out our post about why a social media presence is important even if you don’t believe ...