For consumers, there’s comfort for them when engaging with your dealership on Facebook and other social media when others there have already talked about you positively.
So how’s this different than past business experiences when a potential customer would hear about your business or its brand while visiting family, going to dinner with friends, or getting a haircut?
The same word-of-mouth reviews exist today, but social media has expanded the reach of our ears exponentially.
Before consumers will engage you on line – certainly before they’ll walk across your curb – they want to feel comfortable with you first.
Therefore, the first role of your social media crew is to feed your Facebook visitors, friends and fans the comfort food of genuine socialization.
Whether socializing at the local civic club or to a broader fan base via Facebook, the aim isn’t to sell but to socialize – with faith that interaction will one day result in new customers and new referrals.
Socialize with your social media participants using sweepstakes and contests. Engage them in ways so they can help with fundraising events. Snap photos of them and the vehicle they bought and post on Facebook so it’s there before they arrive home in the new wheels.
Hold sweepstakes for local sports teams tickets to refine your social media followers to those more local to you, those fans who’ll be the ones to come to your business and spend money.
We now listen to friends all over the world on a daily basis, make buying decisions based on their thoughts and brag about our purchase decisions with them, in person and increasingly online.
I find it hard to believe that anyone would argue that word-of-mouth referrals are not great for business. Focus your social media effort on feeding fans and friends comfort food and they will return to your social media site repeatedly – and one day turn into customers.