There's a trend in the automotive industry that is alarming. We hear this scenario played out almost every day and it normally manifests itself into one of two stages:

• Stage 1: The Fresh Tech Hunter - When a dealership is tired of the limitations of their various vendors, they often go hunting for a replacement that has the latest and greatest automotive internet marketing technologies at their disposal.
• Stage 2: The Better Treatment Hunter - When a dealership is tired of slow response times and vendors pointing their customers towards tutorials about how to fix their own problems rather than fixing it for them, they go hunting for a vendor that acts like it wants to keep their business by treating them better through customer service and tech support.

Why can't it be both? What happened to the days when vendors were forced to have strong technology and amazing customer service rather than today's trend which seems to force dealers to choose between one or the other?

Here are the descriptions of both types of vendors:

The Technology Trendsetter

It's the nature of the beast. Search, social, lead generation, website design, mobile, CRM - it seems like the technology is advancing too fast for most vendors to stay fresh. As a result, the bigger vendors are the ones who have the resources to keep their technology at the top. Unfortunately, they fall into a catch-22; by being large enough to have the resources to stay ahead, they are also faced with the big-boat-syndrome of not being agile enough to make swift adjustments when major changes occur in things such as the Google search algorithm or website coding advancements.

Having proven technology that works today and that will continue to work tomorrow is the only real solution for dealers that want to stay ahead of the curve.

The Customer Service Company

Technology is great, but it comes at a price. All too often, the vendors that are large enough to have the resources to develop the best technology have not been able to scale their customer service and keep it personal. Moreover, the trend towards the coveted big contract changes the focus of the vendor; when they land an OEM contract, their client is no longer the dealer. They now answer to the OEM. This is bad news for customers service at the dealership level.

Smaller companies tend to hold each individual client at a higher value than larger ones and must do whatever they can to keep their customer service at its highest level. Dealers might love technology, but if you can't fulfill their needs at a personal level and treat them as more than just a number, they'll still leave.

Have Your Cake and Eat it Too

This is where the advice comes into play. Don't get wooed by technology alone. Don't settle for second-rate technology just for strong customer service. It's challenging to fill both shoes, but for a dealership to be truly satisfied with their vendor, they must take the time to find out how both sides of the coin work for that vendor.

This is where vetting comes into play. When taking a pitch from a vendor, be sure to write down all of the things that impressed you most about the technology. Test it out by finding dealers that are using the technology. Don't find 3 or 4. Find 20. Then call them. All of them.

When you call the other dealers, be certain to focus on the customer service component. The technology is important, but if their dealers have to waste too much time trying to get changes done to their website or are unable to have consultations on a regular basis with an expert at the vendor, they're probably not the right vendor for you.

Dealers no longer have to settle for anything less than the best of both worlds. For too long, they've trusted their vendors up until the point that they get fed up with the technology not working, the customer service falling short, or both. If you truly vet each potential vendor partner for both criteria, the result will be much better in the long term. It's not an easy process, but nobody likes switching vendors all the time. Find the right one right now and enjoy a long and mutually beneficial relationship with them.

There's a trend in the automotive industry that is alarming. We hear this scenario played out almost every day and it normally manifests itself into one of two stages:

• Stage 1: The Fresh Tech Hunter - When a dealership is tired of the limitations of their various vendors, they often go hunting for a replacement that has the latest and greatest automotive internet marketing technologies at their disposal.
• Stage 2: The Better Treatment Hunter - When a dealership is tired of slow response times and vendors pointing their customers towards tutorials about how to fix their own problems rather than fixing it for them, they go hunting for a vendor that acts like it wants to keep their business by treating them better through customer service and tech support.

Why can't it be both? What happened to the days when vendors were forced to have strong technology and amazing customer service rather than today's trend which seems to force dealers to choose between one or the other?

Here are the descriptions of both types of vendors:

The Technology Trendsetter

It's the nature of the beast. Search, social, lead generation, website design, mobile, CRM - it seems like the technology is advancing too fast for most vendors to stay fresh. As a result, the bigger vendors are the ones who have the resources to keep their technology at the top. Unfortunately, they fall into a catch-22; by being large enough to have the resources to stay ahead, they are also faced with the big-boat-syndrome of not being agile enough to make swift adjustments when major changes occur in things such as the Google search algorithm or website coding advancements.

Having proven technology that works today and that will continue to work tomorrow is the only real solution for dealers that want to stay ahead of the curve.

The Customer Service Company

Technology is great, but it comes at a price. All too often, the vendors that are large enough to have the resources to develop the best technology have not been able to scale their customer service and keep it personal. Moreover, the trend towards the coveted big contract changes the focus of the vendor; when they land an OEM contract, their client is no longer the dealer. They now answer to the OEM. This is bad news for customers service at the dealership level.

Smaller companies tend to hold each individual client at a higher value than larger ones and must do whatever they can to keep their customer service at its highest level. Dealers might love technology, but if you can't fulfill their needs at a personal level and treat them as more than just a number, they'll still leave.

Have Your Cake and Eat it Too

This is where the advice comes into play. Don't get wooed by technology alone. Don't settle for second-rate technology just for strong customer service. It's challenging to fill both shoes, but for a dealership to be truly satisfied with their vendor, they must take the time to find out how both sides of the coin work for that vendor.

This is where vetting comes into play. When taking a pitch from a vendor, be sure to write down all of the things that impressed you most about the technology. Test it out by finding dealers that are using the technology. Don't find 3 or 4. Find 20. Then call them. All of them.

When you call the other dealers, be certain to focus on the customer service component. The technology is important, but if their dealers have to waste too much time trying to get changes done to their website or are unable to have consultations on a regular basis with an expert at the vendor, they're probably not the right vendor for you.

Dealers no longer have to settle for anything less than the best of both worlds. For too long, they've trusted their vendors up until the point that they get fed up with the technology not working, the customer service falling short, or both. If you truly vet each potential vendor partner for both criteria, the result will be much better in the long term. It's not an easy process, but nobody likes switching vendors all the time. Find the right one right now and enjoy a long and mutually beneficial relationship with them.

The power of Facebook has impressed many of its users, giving them the ability to speak to family and friends and share their lives virtually together no matter the distance. It has also become a fantastic hub for businesses to express personality, share promotions and gain customer loyalty and trust.

However, Facebook has done much more, it has made a customer service comeback for businesses. Allowing Facebook users to speak with companies directly and quickly; expressing their concerns and exciting their praises.

In fact 1/3 of consumers are using social media to engage with their vendor of choice. Facebook has become the most valued tool as a social media lead generator, its platform for Business to Consumers (B2C) with 77% stating that they have received a customer from their Facebook page interactions.

Engaging with customers through social media can help your business gain advocates for your brand, advocates voice their joy of how you have treated them, sharing this information with their family and friends and therefore amplifying your reach on Facebook. You also need to keep in mind that the average B2C advocate has roughly 200-400 people within their Facebook community alone. Let’s not forget the power of peer-to-peer influence since studies show that 61% of consumers will buy from a brand that is recommended by another customer or more so from a family or friend.

Facebook is where your company’s customers are with 1 in 4 users checking the site up to 5 times daily; therefore your presence is a necessity if you want to earn your brand’s credibility online.  More importantly making connections with people based on an emotional distinction with your brand can increase a new customer and providing availability to consumers through social media is direct customer service that can keep a current customer happy.

Learn more about the statistics of Facebook for B2C and How Businesses Are Making Friends on Facebook in the following infographic created by Ambassador.

* * *

This article originally appeared on Socialeyezer.

The power of Facebook has impressed many of its users, giving them the ability to speak to family and friends and share their lives virtually together no matter the distance. It has also become a fantastic hub for businesses to express personality, share promotions and gain customer loyalty and trust.

However, Facebook has done much more, it has made a customer service comeback for businesses. Allowing Facebook users to speak with companies directly and quickly; expressing their concerns and exciting their praises.

In fact 1/3 of consumers are using social media to engage with their vendor of choice. Facebook has become the most valued tool as a social media lead generator, its platform for Business to Consumers (B2C) with 77% stating that they have received a customer from their Facebook page interactions.

Engaging with customers through social media can help your business gain advocates for your brand, advocates voice their joy of how you have treated them, sharing this information with their family and friends and therefore amplifying your reach on Facebook. You also need to keep in mind that the average B2C advocate has roughly 200-400 people within their Facebook community alone. Let’s not forget the power of peer-to-peer influence since studies show that 61% of consumers will buy from a brand that is recommended by another customer or more so from a family or friend.

Facebook is where your company’s customers are with 1 in 4 users checking the site up to 5 times daily; therefore your presence is a necessity if you want to earn your brand’s credibility online.  More importantly making connections with people based on an emotional distinction with your brand can increase a new customer and providing availability to consumers through social media is direct customer service that can keep a current customer happy.

Learn more about the statistics of Facebook for B2C and How Businesses Are Making Friends on Facebook in the following infographic created by Ambassador.

* * *

This article originally appeared on Socialeyezer.

Facebook has reached over a billion active users and as our social history continues to unfold, each of our activities gathers quite a bit of intelligent information once it is formulated into grouped statistics. Wouldn’t you be surprised to find out that though many complain about their privacy being infringed upon by Facebook that only 5% of Facebook users have set their privacy settings to be completely private? Don’t you want to know what our most popular activities are? Or that though it seems like every time we turn around we are poking someone back but that 63% of Facebook users have never used the “poking” feature?

Those of us who use Facebook have deep rooted emotions about it, whether we love the social site or hate it; we are most certainly on it and use it various times throughout our day.

In the following infographic learn more about our time spent on Facebook and statistics that may surprise you.

Facebook has reached over a billion active users and as our social history continues to unfold, each of our activities gathers quite a bit of intelligent information once it is formulated into grouped statistics. Wouldn’t you be surprised to find out that though many complain about their privacy being infringed upon by Facebook that only 5% of Facebook users have set their privacy settings to be completely private? Don’t you want to know what our most popular activities are? Or that though it seems like every time we turn around we are poking someone back but that 63% of Facebook users have never used the “poking” feature?

Those of us who use Facebook have deep rooted emotions about it, whether we love the social site or hate it; we are most certainly on it and use it various times throughout our day.

In the following infographic learn more about our time spent on Facebook and statistics that may surprise you.

One of the biggest misunderstandings surrounding social media is that it's a distant cousin of search engine marketing or that it's goals are similar to other forms of internet marketing. This isn't quite true. There are definitely tie-ins; social media can help improve search rankings, it is a valid follow-up component to email marketing, and it can be used as a direct lead generator for certain products and services. However, real success on social media often comes down to knowing the frame of mind of the people on it and realizing that the messaging style is much more akin to television advertising than any of the traditional online marketing formats.

Think about it like this: when someone wants to buy a car, they go to the search engines. They might go to AutoTrader or Craigslist. They may just go straight to a dealership website. They don't think, "Let's turn on the television and hope we see an ad."

They also don't think, "Hmm, I need to get a new car. Let's see what Facebook has to say about that."

Just as dealers have learned that television advertising works even if you can't demonstrate a clear ROI, they're learning that social media marketing and advertising work as well. When people are in television or social media mode, they are in an entertainment frame of mind. They are not fearful. They are not worried. They are not concentrating. They are open to what the two different mediums are about to show them. Nobody wants to see commercials, but they watch them anyway if only passively. Nobody wants to see marketing messages on Facebook, but they see them anyway even if they don't like or comment on them.

Television and social media both help to keep the business branding and messaging in mind, even if it only registers at a subconscious level. If they are in the market for a vehicle at the time, they might react. If they aren't, that's okay. The brand is being presented. When it comes time to buy a car, their subconscious has an opportunity to move them towards the familiar. Both television and social media help businesses become part of the "subconscious familiar" brands when the time comes to act.

Here's a video I made several months ago that discusses the concept.

One of the biggest misunderstandings surrounding social media is that it's a distant cousin of search engine marketing or that it's goals are similar to other forms of internet marketing. This isn't quite true. There are definitely tie-ins; social media can help improve search rankings, it is a valid follow-up component to email marketing, and it can be used as a direct lead generator for certain products and services. However, real success on social media often comes down to knowing the frame of mind of the people on it and realizing that the messaging style is much more akin to television advertising than any of the traditional online marketing formats.

Think about it like this: when someone wants to buy a car, they go to the search engines. They might go to AutoTrader or Craigslist. They may just go straight to a dealership website. They don't think, "Let's turn on the television and hope we see an ad."

They also don't think, "Hmm, I need to get a new car. Let's see what Facebook has to say about that."

Just as dealers have learned that television advertising works even if you can't demonstrate a clear ROI, they're learning that social media marketing and advertising work as well. When people are in television or social media mode, they are in an entertainment frame of mind. They are not fearful. They are not worried. They are not concentrating. They are open to what the two different mediums are about to show them. Nobody wants to see commercials, but they watch them anyway if only passively. Nobody wants to see marketing messages on Facebook, but they see them anyway even if they don't like or comment on them.

Television and social media both help to keep the business branding and messaging in mind, even if it only registers at a subconscious level. If they are in the market for a vehicle at the time, they might react. If they aren't, that's okay. The brand is being presented. When it comes time to buy a car, their subconscious has an opportunity to move them towards the familiar. Both television and social media help businesses become part of the "subconscious familiar" brands when the time comes to act.

Here's a video I made several months ago that discusses the concept.

Let's face it. Klout is, for all intents and purposes, just a way for people to bolster their confidence and flex their social media muscle. It's a game, really, but one that's fun and that can help like-minded professionals find each other and network more effectively.

We compiled a list of the highest Klout scores in the automotive industry. The list is incomplete; there's no way to get everyone without input. We put together a comprehensive list that's up to the top 80+, but we would love help in finding the people that we're missing.

No brands or companies were included. We only went after individuals in the automotive industry. Most journalists, including auto review bloggers, were excluded as well because they normally are not associated with helping with internet marketing or other things that are relevant directly to dealers.

If Klout is as useless as I say, why would we compile the list?

The answer comes down to connections and networking. We believe that it's not necessarily an indicator of real world influence but connecting with those who are active on social media can help us (and you) find the "cutting edge industry folks" who are most likely on top of the latest and greatest in automotive marketing. By communicating with those who have high Klout, it can help to get more exposure for your own messages.

This list is so tremendously incomplete it's not funny. If you or someone you know is missing from the list, please comment below and let us know. The complete list is available here, but the top of the list, those with scores in the 70s, are listed below.

It is noteworthy and very telling that many of the top automotive Klout scores come from people who are very active on DrivingSales, including team members Chris Costner and Eric Miltsch, both of whom are in the top tier in the automotive industry.

Klout Score in the 70s

Scott Monty ~ 79
Louie Baur ~ 78
JD Rucker ~ 78
Grant Cardone ~ 78
Chris Costner ~ 76
Tracy Myers ~ 75
Joey Little ~ 73
Micah Birkholz ~ 73
Ralph Paglia ~ 73
Ric McCoy ~ 73
Brian Pasch ~ 72
CJ Romig ~ 72
Erin Ryan ~ 72
David Johnson ~ 71
Eric Miltsch ~ 71
Jae Chang ~ 71
Nancy Simmons ~ 71
Shawn Clos ~ 71
Jim Bell ~ 70
Kathi Kruse ~ 70
Lindsey Shaker ~ 70

Check out the rest of the list and PLEASE comment below if you know of people we're missing.

Let's face it. Klout is, for all intents and purposes, just a way for people to bolster their confidence and flex their social media muscle. It's a game, really, but one that's fun and that can help like-minded professionals find each other and network more effectively.

We compiled a list of the highest Klout scores in the automotive industry. The list is incomplete; there's no way to get everyone without input. We put together a comprehensive list that's up to the top 80+, but we would love help in finding the people that we're missing.

No brands or companies were included. We only went after individuals in the automotive industry. Most journalists, including auto review bloggers, were excluded as well because they normally are not associated with helping with internet marketing or other things that are relevant directly to dealers.

If Klout is as useless as I say, why would we compile the list?

The answer comes down to connections and networking. We believe that it's not necessarily an indicator of real world influence but connecting with those who are active on social media can help us (and you) find the "cutting edge industry folks" who are most likely on top of the latest and greatest in automotive marketing. By communicating with those who have high Klout, it can help to get more exposure for your own messages.

This list is so tremendously incomplete it's not funny. If you or someone you know is missing from the list, please comment below and let us know. The complete list is available here, but the top of the list, those with scores in the 70s, are listed below.

It is noteworthy and very telling that many of the top automotive Klout scores come from people who are very active on DrivingSales, including team members Chris Costner and Eric Miltsch, both of whom are in the top tier in the automotive industry.

Klout Score in the 70s

Scott Monty ~ 79
Louie Baur ~ 78
JD Rucker ~ 78
Grant Cardone ~ 78
Chris Costner ~ 76
Tracy Myers ~ 75
Joey Little ~ 73
Micah Birkholz ~ 73
Ralph Paglia ~ 73
Ric McCoy ~ 73
Brian Pasch ~ 72
CJ Romig ~ 72
Erin Ryan ~ 72
David Johnson ~ 71
Eric Miltsch ~ 71
Jae Chang ~ 71
Nancy Simmons ~ 71
Shawn Clos ~ 71
Jim Bell ~ 70
Kathi Kruse ~ 70
Lindsey Shaker ~ 70

Check out the rest of the list and PLEASE comment below if you know of people we're missing.