For some time now our industry ha put a lot of focus on social media. We have quite a few different types of things that we promote and post on social media. We highlight communty events, post sold cars, deals of the week and have contests as well. We have also just started to use it to promote service as well. We have often wondered if it truly helps. Well, I got my answer to this last evening in a very different kind of way.
Several years ago, I started running avidly. Once I did this, I started following different running groups on Facebook. This gave me a lot of tips, but also informed about a lot of races that I could spend MONEY on. During this time the Facebook advertising gods figured out that I like to run as well. Then I began to get all kinds of running event ads. Well one particular one caught my eye. It is a series of obstacle races called Spartan. I decided that I had to try one...by the way they are pricey. I quickly became addicted to them and have done 6 of them around the country. So not only are they expensive, but the travel to and from them is as well. So, yes, Facebook worked on me! I realized this last night while having dinner with a friend. He has been friends with me on Facebook for sometime. He said to me....I have been seeing you on Facebook doing these Spartan races...I think that I would like to do one. Now he is also following the race series on Facebook. He is the second of my friends to go down this route due to Facebook.
So how does this apply to the auto industry you ask? It should be obvious. You never know where a person might be when they decide to make a car purchase. If we leverage our social media correctly to the followers that we have we should be the first person that they try to buy a car from. At the same time if we do it wrong it obviusly can hurt your chances with them.