This is part 1 in a 4 part series about automotive social media strategies that are emerging to help car dealers get true benefit. It’s not just about branding. It’s not about auto-feeding marketing content. With the right strategies in a place, dealers can drive foot traffic and website visitors in a way that can help them sell more vehicles and drive more service customers.
Understanding the Three Stages of Your Dealership’s Social Media Presence
Arguably the most important lesson I’ve learned in the 9 months that I’ve been analyzing car dealers’ social media profiles and pages is that there’s no formula that can be applied to them universally. There’s a plan that can be applied, but every dealer has unique strengths and weaknesses within their presence that requires adjustments in direction to get them onto the right strategic track.
Some have a strong presence that allows them to integrate directly into an aggressive strategy starting immediately. Others have to work the EdgeRank algorithm for a little while before they can successfully post aggressive content like inventory items. There are those who were so butchered over the years that it’s better to start from scratch rather than try to fix their existing presence, particularly on Facebook. Thankfully, the majority of dealers are in a neutral state – not bad, not good, ready to get going.
