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There’s one thing that permeates throughout the car industry (and most industries in general) in regards to Facebook that needs to change. We look at our dealership Facebook pages and judge much of our success based upon how we’re doing there. Normally, we check the results and monitor the pages from a desktop. This is strange since most of us who use Facebook do so primarily on mobile devices.
Why hasn’t the mobile trend of Facebook translated properly into marketing?
We see promoted posts, organic posts, and ads hitting our stream all the time and it seems that the majority of them are geared towards a desktop experience. This is a huge mistake. Facebook has been heading towards being a mobile company long before Mark Zuckerberg made his declaration late last year, “Today there is a no argument – Facebook is a mobile company.”
With that in mind, how can car dealers take advantage of the mobile aspects of Facebook and fit that into their marketing and advertising strategy?
The key is understanding that there are three goals which can be achieved through a single action. Kill three birds with one stone. Many in the industry are trying to bolster their SoLoMo presence; social, local, and mobile are unifying in scope and should be unified in strategy as well. Facebook is one of the keys to success.
Over the next two and a half months (and for the last several) we will be diving more deeply into enhancing the strategies that car dealers can use to accomplish the trifecta of SoLoMo goals that must be attained in 2013 to hit the highest level of success. In the meantime, here are some things to remember when working with your own strategies:
In many ways, vendors (ourselves included) have done a disservice to the automotive industry by trying to fit a round peg in a square hole when it comes to Facebook. The majority of services out there are geared towards making the dealerships feel like they’re being effective on Facebook rather than actually accomplishing anything. If you’re not using mobile as the cornerstone of your through process when working with Facebook, you’re not paying attention to the primary venue through which people interact on Facebook. You can’t play the game if you’re not on the right field. Start thinking along the lines of a mobile experience and stay tuned to what we’re rolling out in the near future.