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Paul Potratz

Paul Potratz COO

Exclusive Blog Posts

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

Stacking Up in Social Media

Has your dealership gotten on board with social media? Perhaps you’re wondering how many other dealers are really using social sites to build a following. A recent study by SmartBrief, surveying 6,000 people, shows that a wide range of businesses (yes, including car dealers) are using social media, with many jumping on the bandwagon recently. In fact, half have used it just over the last year, while almost 20% joined the social world in the last 13 to 18 months.

Also, most of these companies utilize the top 5 platforms: YouTube, LinkedIn, blogs, Twitter, and Facebook. You know, these are the sites where you go to watch the video of the skateboarder crashing or see your friends’ uploaded pics of their Thanksgiving plates. Companies that have used social media over a longer stretch of time acknowledge that using these sites effectively requires a well-planned strategy using more than one site. Auto dealers wanting to jump into the social media arena can’t go in and expect results if they have not planned ahead.

So what keeps dealerships from getting into automotive social media promotion? The answer is the same as in this general survey of a variety of companies. A large chunk of those surveyed said they had no freedom to make decisions or met resistance from management. Also, one-third said confidentiality was a key issue.

Also, many companies do not utilize social media as a business tool but merely as a fun toy they don’t take seriously. In fact, fewer than 15% bothered to measure ROI for social efforts.

Learn a lesson from this survey: to involve your auto dealership in social media, you need to take it seriously, and you need to plan out a strategy. Treat social sites like Facebook for what they are: a place to network, build relationships, and have conversations, not a place simply to pump out hard-sell advertising. So, what’s the state of social media at your dealership?

Paul Potratz

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