CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
The New Year has rung in and the Holiday Season is officially over. That means it is time to get revamped for the New Year and ensure your Dealership is staying ahead of the times when it comes to your social media strategy. You might already have one and think that it works so no need to fix it and you may be right, depending on your budget and your time, although the hopes is that many GM’s have resolved themselves in thinking that social media is a fad or has no purpose within the Automotive Industry, since if you haven’t felt the effects of what social media can do for your dealership it only means you are doing it wrong or have the wrong person or vendor aiding you on your behalf.
It is time to be blunt and straight forward about your social media efforts that no longer should be a back-burner priority since it should have by now been integrated within your marketing strategy as to how you not only create advertisement but how you can create engagement with others to build relationships. It is now 2013 and that means you no longer should have excuses as to why your dealership is not spending time on various social networks or appointing someone who continuously communicates to you as to what is going on because you care, even if you do not have the time to do it yourself, you care, not because it is social media, but because it is your brand and the means to connect and contact others in real-time is what is required of a business and you are a business. Period.
Therefore we are going to say farewell to negative thoughts surrounding social media and hop into the positive seat to drive your dealership into the houses and minds of potential buyers. As a dealership, you already know that one buyer can turn into generations of buyers, especially with your great staff and customer service. This is true for your presence on social networks, except now your efforts are amplified.
Here is a check list to ensure your dealership is starting the New Year off right.
Re-evaluate your current Social Media Strategy
This should already be on your schedule for review every few months, but no time like the New Year to review your current Social Media Strategy. This means that you will want to look at your insights and stats to see if what you are currently doing is actually improving overall engagement, those are the only numbers that truly matter. Other measurable numbers do matter, certainly growth, but growth doesn’t matter if you are not interacting. Much like a yearly inventory you need to see where you are and decide on where you plan to go, including any upcoming promotions or social events. Schedule them; a plan is always better than winging it, no matter how great you are.
Review your Current Social Networks, are they Still Relevant?
Just because you signed up to MySpace when it was hot doesn’t mean you should still be on it. Only be on social networks that are working for you, that people within your local area are present on and be sure to make your brand known on popular social networks, Facebook is no longer enough. It is time to try Pinterest or Instagram or both to begin broadening your horizons and honing in on people who are engaging and connect through images, since that is a popular form of interaction. Adding new social network to your list means you need to plan for it, decide on how you are going to use it as it is a social platform not a place to advertise and why you should be there, besides the reason that many people are.
Videos and Images are a MUST
If you have yet to check off using videos and images while sharing content to your social sites you are broken down and stuck on the side of the road. What happens in that instance? You need assistance, now is the time to find someone who can keep up with the social trends without violating images with watermarks (this is never cool). This doesn’t mean you have to run out and find a vendor but it does mean that you are already behind some of your competitors and you need to find someone with the know-how to get you back on the social media road.
Only Auto-Scheduling when you are away…
Auto-Scheduling content used to be a great way to save time and it still is but all too often dealers are not going back to what they scheduled to follow up so, if you are not responding to your audience than you need to limit your auto-scheduling and start adding time for real-time engagement.
This is a list you want to check twice and perhaps even add to as you begin working your way through it. With over 800 million unique views on YouTube each month, over a Billion people on Facebook and G+, Pinterest and Instagram easily following behind, you cannot afford the luxury of skipping out on social media for if you do, it is like investing on a car that doesn’t work, and now who would ever do that? Unless of course you have the money to start from scratch, but do you?
The hard facts are to see you succeed and not get lost in the traffic of the past. You need to move forward and begin 2013 with a check list that is sure to get your dealership automotivated.
[motivational image via voxifit]