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An abandoned Facebook page is truly a sad site. A page that has gone months without posts, no photos in site, and reviews and comments that have not been responded to is enough to depress any social media user. (user can be replaced with a different word..guru, junkie, fan, expert?)
Now, studies show that a poor Facebook page is more than just an eyesore. A recent market research study concluded that a full 50% of consumers value a brand’s Facebook page more than their website.
This study, which can be viewed here, http://mashable.com/2012/09/24/facebook-brand-page-value/, presented a full look at how a brand’s Facebook presence is viewed and valued. For example, 87% of people like brands on Facebook, and the number one motivation to do so is to take advantage of promotions, discounts, and giveaways. Equally important are the reasons why people choose to unlike brands, the number one being that the brand posted too frequently.
How can your dealership use this information to your advantage? First of all, make sure your Facebook page is well attended. Create a dynamic selection of postings, but don’t post too frequently. Make sure you give users an incentive to like your page. That can be by posting coupons for free services or gifts. For example, post a coupon for a discount on an oil change. Or, offer a coupon that will give users a free gift if they test drive a certain car. You can also run contests and award winners with a prize to increase interaction.
Of course, you’ll want to avoid posting too frequently. Don’t post more than 2 or 3 times per day, and space out your posts to reach customers who log onto Facebook at different times during the day. Always make sure your content is important, relevant, and varied.
While it’s essential to brand management to have a quality Facebook page, don’t abandon your website in the process. Keep in mind that 50% of consumers place more value on a brand’s Facebook page, so that means the other 50% will judge you according to your website.
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