Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
For the most part, the vast majority of dealers are on Facebook. Most are using Twitter to some extent. Google+ and Pinterest is about 50/50 from what I've seen looking at dozens of dealers over the past couple of weeks.
What other social sites does your dealership use? Vendors, what other social sites do you recommend to your clients? Are you finding success beyond the obvious "Big 4".
YouTube, Flickr, and LinkedIn are also included, of course, but are not necessarily the same as the others in that YouTube and Flickr are more content venues than social networks and LinkedIn is really for recruiting rather than trying to increase business. What about the others? Tumblr? Foursquare? Scoop.it? Something else?
J.D., agreed, it's too much work for an Internet Manager, at least in the classical sense. I know, this forum is full of both agency types and dealership people. There are loads more, that I use and they have shown much success.
Gary does bring up a valid point, quantification is key, hence the tool I use (which allows me to plug in any social network and it adapts to the platform) in order to measure not only signals, but leads / conversions as well formulating an ROI score.
Not that PR score holds a ton of weight, but do a quick analysis of the sites that I've mentioned @ http://www.prchecker.info. A lot of those are 'dofollow's'.
As a national Trainer/Consultant, I find myself in anywhere from 4-6 dealerships a month. Social Media is a focus for us so I feel comfortable commenting here.
The vast majority of dealerships are SOLELY on Facebook. They may have an account on pinterest, linked in, google or any of a half dozen other sites but are not actively cultivating those sites. I believe this hurts them with the customers and "fans" that do traffic those other sites.
My advice to dealers is that whatever site you are signed up with, maintain an activity level that will get you noticed. If a particular site is inactive, then deactivate your account. It looks bad when people stumble on your "page" and you have not had any activity for months.
Social Media falls under the same umbrella as the rest of what we do......your level of return is usually directly proportional to your level of commitment.
Make it a great one
I like this answer a lot on so many levels.
Jaime, having done social media marketing in a variety of ways, including making many mistakes, I want to chime in and reinforce what you posted regarding maintaining existing dealer accounts, profiles and pages within any social media type networks they have signed up for. Yes, it is a lot of work but it is not beyond reason and is important enough to be outsourced if necessary. However, i would also suggest that deleting accounts and profiles is the wrong way of handling a variety of social media registrations... Maintaining and updating them is the right way.
I agree, but if it's just too much to handle, a deleted account is better than a dormant one. I've seen accounts get hijacked by spammers who use the various walls and comment sections on some of the obscure social media profiles. They post their Viagra or porn or MLM spam on the social profile that the dealer and their vendor abandoned long ago. In one case I saw a site get link bombed to the point that it was on the first page for a dealers name.
I hate taking the middle of the road in a discussion, but in essence I agree with both Ralph and Jaime on this one. If you build them (or paid someone else to build them) then you should work them. If you can't, you have to delete them.
This is one of the reasons that my social product only works with the top social networks. I know a lot of dealers fall for the "get on dozens of social sites" pitch that's circulating in our industry only to have a ton of sites to manage themselves once their vendor proves to be ineffective. It's a shame.
So, let's talk about this J.D. and great post BTW. Does anyone honestly believe that Google doesn't take into important consideration social shares / signals from other social avenues besides the big 4 or 5? If there's someone out there that thinks they don't, you're kidding yourself. Hence, my maintenance of a number of 3rd party social networks and the content that is applied to them. There's a ton of juice in it and I've measured it as such.
Wow, Ralph. That really is different from the free variation of the service that I've used in the past. It's like night and day, actually.
We tried Tumblr for dealers a couple of years ago with limited success. It's definitely time to dust off our old Tumblr pages (we have tons but many had gone dormant outside of SEO value) to see what's happening now.