Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
TK Carsites

TK Carsites

Exclusive Blog Posts

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group moved up 25 spots in this year's "Top 100 Dealership Group Used-Vehicle Sales" supplement published by Automotive News. The…

Top 5 Luxury Cars for Any Type of Terrain

Top 5 Luxury Cars for Any Type of Terrain

Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

Kissing Up to the Facebook and Google+ Algorithms

Kissing Upv

There’s a fine line between making social media useless by posting things that aren’t relevant for business and making it ineffective by having posts that are too promotional, thus killing the posts through “death by algorithm”. Done right, businesses have the ability to be interesting enough to make the algorithms like them while being relevant enough to get a benefit out of the networks.

It’s a relatively complex formula used by both Google+ and Facebook when determining whether or not to present a post to people in their feeds, but the process to master them is pretty simple. The basics summed up in a sentence is this: by mixing in likeable content with business-relevant content at the appropriate levels and applying the right amount of advertising pressure (at least with Facebook), business posts have the ability to keep the algorithms happy while still getting the business messages out.

 

Understanding the Two Styles

Legend Happy Post

There are two types of content that should be posted on Facebook and Google+. The first and most common type is the “happy” post. It’s the type of content that your fans will enjoy. It’s normally not business-relevant other than that it should pertain to the type of business or local area. In the image above, a Mazda dealer posts an image of a hot Mazda vehicle. It performed well – on a page with under 600 fans it received over 30 likes. This is positive for the algorithm and will help future posts find exposure on news feeds.

The other type of post is a “money” post. It’s business relevant. It is designed to drive foot traffic, website traffic, or both. It promotes a sale, a community event relevant to the business, or a message of some sort that the business wants exposed.

 

Mix it Up

Toyota of Wallingford Mixing it Up

There’s no formula for this, unfortunately. In other words, it’s not a matter of posting 4 happy posts for every 1 money post. Every page has different thresholds and diverse fans that make it necessary to test, test, and retest before determining the right strategy.

The key is to keep it changing. You don’t want to let your fans get fatigued. In other words, a dealership that posts car picture after car picture will eventually force people to stop liking the posts. Keep it fresh. Try new things. While we definitely do not recommend mixing in anything that isn’t relevant (cat pictures, for example), there are plenty of things going on in the local area and at the business itself that allows a page to continue to succeed against the algorithm.

 

A Warning About Facebook Ads

Facebook Sentiment

Facebook ads work. We use them efficiently as part of our client’s strategy. They have a caveat that must be noted, though, and it’s a mistake that more and more businesses are making every day.

They are a two-edged sword. While they’re great for getting more exposure to the page and to individual posts, they can also hurt a page. If the wrong posts are highlighted through Facebook ads, it can have the opposite effect than intended. Posts that get a ton of negative sentiment through Facebook ads can cause future posts to be invisible to just about everyone who has the potential to see them. Keep in mind that Facebook and Google+ are both aware of visibility.

In other words, they know when someone is scanning their news feed and when they pass over a post without interacting with it. Every time they see a post and do nothing with it, they are telling Facebook and Google+ that they didn’t find your content worthy of engagement. This effects their chances of seeing future posts.

* * *

The algorithms are not difficult to master. They just take understanding and a willingness to test, test, and retest. Are you willing to make the effort?

 Unlock all of the community & features  Join Now