This ADM Professional Community Forum discussion is for the purpose of uploading and sharing automotive digital marketing related job descriptions, pay plans, help wanted ads and other tools used to manage the human resources related to building dealership capabilities.
I totally agree with you! Dealers may need assistance getting things off the ground and a little help here and there but the real bulk of the "socializing" should be done by the dealership staff, after all who knows you better than you?
I know of a few companies out there that will handle everything for the dealership, everything from creating posts in their name to responding to content and tweeting. There is a big difference in having a company lend a hand 20% of the time and having an outside company doing it for you 100% of the time.
Social Media is all about transparency and anything that goes against that, in my opinion, is going about it all wrong. Having said that I think Ashley is thinking the right way by wanting to hire somebody, in house, to head her dealerships social media endeavors.
Before hiring that person though you need to decide what your dealership will be doing with social media. Will your sales staff be involved, how about your service or parts department? Of course I am a proponent of going all out and being Phase 3 but that's not for every dealership.
Once you have decided on a strategy it will be much easier come up with a job description. Good luck and keep in mind that if you have any question, concerns or need a helping hand the ADM community is more than willing to assist you!
Ashley - This may sound self-serving, but I swear that amongst my many sincere reasons and intent in creating the Social media Reputation Management business team at ADP and BZ Results was to help address some of these issues. That's why we have professional writers on our team who interview people working in the dealerships we serve and then write articles that are either published on behalf of the dealer, or given back to the dealership employees to post and publish in their own names, especially when it starts with something the employee wrote that we improve upon.
That is why we create a social media management dashboard portal that the dealership's managers can log into and have single-click access to over 100 social media accounts and profiles that we create create for the dealership... Including a full-featured social network "community" similar to ADM that is set up NOT FOR CONSUMERS, but for the employees, suppliers and affiliated people that are associated with the dealership to post content and upload videos, photos, etc. as well as engage in forum discussions and see the latest and greatest coming in from their DealerRater.com accounts, Facebook, Twitter, Flickr, Wordpress, Blogger, YouTube, etc.
Essentially, we create and manage a system for the dealership that is designed to make it VERY EASY to engage with social media and respond to interactions with consumers using social media and UGC type sites...
Do we have it all figured out? We think we have a heck of a well designed strategy and our systems and proprietary software systems are pretty darned good... But, now we are moving into a new facility in Scottsdale, AZ as part of a joint venture with Arizona State University (ASU) that is called "SkySong" where our team will be serving dealers and leveraging the latest research and technology shared with ADP/BZ as part of our agreement and partnership with ASU... Working with multiple PhD's and graduate students who are funded with Federal Research Grant money earmarked for this program, we know we will be at the forefront of learning new and better ways to serve our dealer clients, their employees and customers within the social media space.
As it is, we have learned that having professionals to "bootstrap" the dealer's presence in the social web, sending experienced social media marketing and reputation management consultants into the dealerships to work directly with the staff, while using a combination of being the dealer's social media voice and dealing directly with customers on behalf of the dealer, gets every dealer we have served to date up and running in the right ways...
Some of our dealer clients call to tell us they "Had 3 accidents today..." which means they sold 3 cars to customers whose initial contact with the dealership was via social media. Why? Because as we train dealership employees to engage with consumers in the social web we emphasize that the goal is not to proactively "Sell" it is to serve and build relationships through conversation and by supplying people with good information and guidance in the spirit of service rather than selling the deal of the day... You will sell cars via social media marketing and reputation management, but it will almost be by accident... Hence, the statements of "We had X number of accidents today...".
Anyways, if there ever was an area that merited dealers getting some professional assistance, social media is it... Why? Because unlike other media channels where the dealer paid for space and time, and the seller's job was to try and make sure the dealer received good value, with social media, sites like Facebook, Twitter, YouTube, Flickr, Digg, Blogger, etc. are not in the business of assisting dealers in their quest to build relationships and sell cars. Wanna buy ads on these sites? sure, they will sell you ads, but that is not going to be as effective as creating a presence for the dealership and their employees from which to engage in conversations with their customers in their local markets. So, it is up to the dealer to figure out how to go to these online parties and social networks and engage in a manner that doesn't backfire and make the dealership's team all look like assholes, and also risk doing more harm than good... But, when the dealer does it right and allows the time to develop their social web presence, the results are significant, very profitable and far more sustainable than the Deal of the Day approach to automotive digital marketing.
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