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Paul Potratz

Paul Potratz COO

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

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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