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

What People Are Looking For In An Auto Repair Shop

What People Are Looking For In An Auto Repair Shop

Those who have been involved in some sort of accident have the next step of finding an auto repair shop. These shops are not all created equal as some are …

One Price Selling – What Are You Waiting For?

One Price Selling – What Are You Waiting For?

Most Dealers are closer to a One Price Selling sales process than they may realize. If you’re an excellent pre-owned dealer you’re basically no…

What Is Your Chemistry With Women Buyers?

What Is Your Chemistry With Women Buyers?

Wow, its December. Last month of the year. Now is the perfect time to begin to reflect on the customer processes, engagement and strategies you have in pla…

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

If it’s time for you to take the next steps in your career, there are some tried-and-true methods that can ensure your success. All business professi…

BDC training for 2017

BDC training for 2017

  We have a service and sales bdc team for each of our stores. One is a Hyundai store and the other is a Chevrolet store. We have Three sales Bus…

What do Abandoned Facebook Pages Say About Your Business?

Ghost Towns

In many ways, Facebook has lost some of its luster as a business tool. It isn't that it's not possible to properly market a business on the platform. It's that the complexity of the EdgeRank algorithm mixed with the touchiness of the advertising formats has many turning autopilot onto their pages instead of investing time or money into them.

They just weren't seeing a return on investment the way that they had hoped.

It seems to be an ebb and flow of sentiment. General Motors, for example, decided to dump their investment into Facebook advertising last year before returning to the platform this year. It's not an uncommon practice - try it, fail, give it up, hear that things are better, try again.

Those who are on the downside of their Facebook love affair often turn to automation. Once they've decided that they can't get the ROI out of Facebook, they either abandon their page altogether or continue to post to it semi-regularly or through posting tools that take care of the process for them. It isn't hard to see when a business has taken their eyes off the Facebook ball for a while as the posts quickly become unengaged. Users stop liking them. Comments stop coming in. These pages become virtual ghost towns.

The challenge is with the representation it offers to those who visit the page. Just because a business abandons their page or sets it on autopilot doesn't mean that people stop visiting it. Sure, the posts are no longer visible in the news feeds of fans and friends of fans, but there's still search. With very few exceptions, Facebook pages rank on the front page of searches for businesses by name. People visit them to get a feel for what the business is up to and how they're treating social media in general. What do they find when they visit abandoned or poorly managed pages?

It's not good. It leaves a bad taste in people's mouths in the best case scenario. In other cases, it can actually be a detriment as negative posts from spammers find their ways onto the walls of abandoned pages. Spammers love hijacking them and filling them with links to bad places because they're much less likely of getting reported. Spam posts on active pages are a quick way for someone to get banned, while on abandoned pages they can help spammers get more credibility in the eyes of the automatic Facebook spam filters. Facebook relies on pages and users to report spammers. When they can find friendly havens on pages that have been abandoned, it helps them build quiet credibility in the eyes of the filter.

Even pages that are checked on a semi-regular basis can be bad. They demonstrate very little effort in a very loud way. Many social media users are passionate about their networks and don't like it when a business is willing to dismiss their page. Is it worth it? Can investing 5 minutes a day help to prevent this from happening?

Absolutely.

* * *

Post originally appeared on Techi.

 Unlock all of the community & features  Join Now