Social media is everywhere. It’s on your phone, it’s on your computer, it’s shown on TV, in print ads, and talked about non-stop. Research shows that more that 70% of people are more inclined to do business with a company that they can communicate with through social media. The expanding younger generation of buyers is dependent upon social media and online peer reviews. Using social media controls their buying decisions.
Your social presence demonstrates whether or not you’re interacting, paying attention, and participating in the market. Realistically, it won’t always prevent a sale, but the influence of social on the purchase process is growing. In this day and age dealers look to the internet for research, and that means not just your site, but also the communications in between: social media.
Today search results are being heavily influenced by your social media presence and the traffic brought to your site because of it. So if your social media sucks, it’s time to pull together a good presence.
So why is social media such a great thing for dealers? Because you get to control the results and communications that relate to your dealership. A lot of dealers are afraid of using social media because they think they’ll get complaints. Face it. People complain. But if they’re going to complain, you want them to do it in an arena that you can control. If someone complains on Facebook, all you have to do is respond to the complaint, and then, in two days it’s no longer visible due to the quickly moving nature of Facebook. The customer complains to Facebook because they want to interact with you. Now if they can’t go to a Facebook page and complain, they’re going to go to a channel you can’t negotiate with, such as Yelp. And then you can’t remove that bad opinion or review. You want them to be able to see that you’re active and engaged on social media so that they’re willing to talk to you and work with you there.
Equally importantly, using Facebook to handle complaints means you can have an opportunity to turn unhappy customers into happy customers through the use of communication.
So it’s win win. Improve search results, control your presence, and turn unhappy customers into happy customers.