Dealers have been beat over the head by many "go to guys" in the auto industry about social media. Every time an article is written social media and social networking you can hear Kumbaya in the back ground as us automotive vendors rush to comment and give their point of view, however....
The most important element element of social interaction is never discussed. All we ever hear about is:
- How to build a big twitter following.
- Don't use Facebook groups create a fan page.
- Only send two or three tweets a week with targeted specials.
- Just the opposite of number three, RSS your inventory in there and shout loud and fast.
- Don't waste time on myspace.
- Keep your employees off this stuff get them to create profiles at website with a terrible name and we will spam blast your customers for a fee.
- Make sure you start a dealership specific Ning site.
- Umpteen other things you got to do.
What is this important element they all are missing?
Nobody is listening. No I don't mean your connections, fan page supporters and twitter followers.
Today I had a conversation with Alison Groves
and she shared with me her experience of using the web to buy a car. Alison is an advanced web user and a Social Princess. She was frustrated that when she tweeted about being in the market for a car not a single dealership professional or dealership profile tried to engage her about her upcoming purchase.
Nobody was listening.
I was taught at an early age that I have two ears on one mouth. When I started selling cars over 20 years ago it was reinforced by my sales manager. Listen to your customer, ask the right questions and sales will follow.
It is no different with social media and networking. It is a conversation starter. If you try to monopolize that activity by only pitching and not being involved it is a waste of bandwidth and time. If you don't listen across the space you are missing business and missing deals that others are ignoring too..
Social media is a sales tool if you listen.
Stay tuned for tips and other tools for listening
in the social media space.
SEGA Systems, LLC
"Without Traffic Everything Fails"
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