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Frequency of Posts, Unwanted Contact Discourage Car Dealer Likes On Facebook

Social media users who don’t like Car Dealers on Facebook are primarily deterred by newsfeed clutter (47%), while many don’t want to be contacted (36%) or are concerned about their privacy (30%), finds Lab42 in September 2012 survey results.


Clutter was also the culprit for unliking Car Dealers: among the 73% who have done so, dealerships posting too frequently was the top reason why. March 2012 survey results from Chadwick Martin Bailey (CMB) and Constanct Contact similarly found that over-communication was a leading turnoff for Facebook likers.


Deals Drive Likes More Than Loyalty

Overall, the Lab42 study finds that 87% of the social media users surveyed like business pages on Facebook. When asked their biggest motivator for doing so, these respondents cited promotions and discounts most often (34%), followed by free giveaways (21%). Loyalty and brand trust were cited by 14% and 11% respectively. 77% of respondents who liked brands reported having saved money as a result of their likes.


Still, 46% have liked a business from which they had no intention of buying. Asked why, 52% of this segment reported having liked the business for a free item, while 46% said they couldn’t afford the products, and 24% that they liked the business to help out a friend.


Even so, most social media users appear to truly wish to connect with businesses and dealerships via Facebook. Of those who like businesses, 82% believe that Facebook is a good place to interact with those businesses. 3 in 4 feel more connected to the business or dealership on Facebook, and 35% feel that the businesses listen to them on Facebook. This preference for engagement on Facebook is supported by June results from an Allstate/National Journal survey, which found that 64% of social media users want to see an increase in companies using social media to respond to customer questions and c....


Embarrassment Discourages Likes

The Lab42 survey also finds that some product categories discourage likes. 22% of respondents reported having been too embarrassed to like a certain brand, most often in the categories of adult novelties, weight loss products and health and wellness products.


The results reveal that the leading ways by which businesses can get non-likers to like them on Facebook are through more giveaways; posting less often; and letting consumers hide the fact that they like the brand.


But, car dealers may see little value from that engagement, particularly from young social network users. April 2012 survey results from a group of professors showed that almost 7 in 10 Millennials who like a business on Facebook rarely or ever return to the page, while a February 2012 report from Ehrenberg-Bass Institute revealed that just 1% of Facebook users who like big brands such as Procter & Gamble or Coca-Cola actually engage with those brands.


About The Data: The Lab42 data is derived from a survey of 1000 social media users.




Your Experience: What has been your experience in connecting with dealership customers and automotive consumers on Facebook?

Tags: Car, Contact, Dealer, Discourage, Facebook, Frequency, Likes, Posts, Social Media, Unwanted

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Replies to This ADM Discussion

Curious about the incomplete sentence and link "nearly seven in ten millennials..." Rarely do what? I can't seem to find the statistic at the target page.

The darned platform cuts off sentences that are links with too many words into a "..." sorry about that... Will fix.

"almost 7 in 10 Millennials who like a business on Facebook rarely or ever return to the page"

As mentioned above, Facebook is a great way to keep in contact with consumers when used properly.  Check out this eBook, Deciphering  Facebook Marketing, for tips on utilizing Facebook's latest changes.

The most important statistic in the article is "April 2012 survey results from a group of professors showed that almost 7 in 10 Millennials who like a business on Facebook rarely or ever return to the page, while a February 2012 report from Ehrenberg-Bass Institute revealed that just 1% of Facebook users who like big brands such as Procter & Gamble or Coca-Cola actually engage with those brands."

This is why it is imperative to catch you visitors information on their first visit. I call it a "bait landing page." I use an email capture form to download a free report or something of value like coupons from another local business affiliate. Pizza coupons always work. A lot of you have already seen my "Auto Repair Shop Report" I'm customizing for dealerships. It has worked extremely well for everyone who has adapted the free report landing page. A local dealer who spent no time networking with the local community had only 51 likes on their page for almost 4 months. They told me their weakest link was their service department. With the new landing page they went to 72 likes in the first week. See their Facebook page at:

(The video and report is in queue for customization)

You can see details of the report on my Facebook page at

Well... I took the challenge and became Wood River Motors Fan #73... Good luck getting a few more.  The "Fan Acquisition Strategy" we designed and put into effect for Penske Auto Group took them from a grand total of 385 "Likes" their first year to over 13,000 "Likes" their second year.  For Rick Case Honda in Davie, FL we took them from less than 100 Fans after having their Facebook page for over a year to 2,956 Fans since starting in May 2012. It is really not hard, Facebook will show you how to attract local customers near your dealership and offer them the service specials, discounts, coupons, specials and promotional offers that automotive consumers consistently say they expect for being a fan of a car dealership Facebook page... Personally, I don't see any mystery in that motivation on the part of customers and it seems to fit in with what I would expect. 

Would you be willing to share some of these strategies? The biggest challenge I face with small dealerships is their hesitation in "investing" in their business by assigning a marketing person to handle their social media. I have no problem with larger dealerships. The small local dealer like Wood River Motors refuses to see beyond the "networking" side of Facebook and they can't get it through their "firewall" thinking that "it works if you work it". They simply don't see that networking with attract fans and friends but marketing attracts fans who become customers.

We have 800 million people on Facebook and over 400 million daily active users and we take a sampling of 1000 social media users (which may not even be Facebook) and we are going to make these types of assumptions.

Me personally I think it is to small of a sample and we do not know enough about the data to even give this article any credit. Just my opinion.

If you sample 1000 FREEBIE seekers you will get different results than if you sample 1000 RAVING fans. Surveys and statistics can always be skewed to benefit those with something to gain.

What we also do not know is if any of the 1000 sampled even had ever liked or visited a car dealer Facebook page?

Engagement and activity results in fans visiting a page regularly. The reason why the statistics show such low return rates is because so few page owners/managers know how to actively engage their fans. Networking builds fans whereas marketing transforms them into customers and makes more money.

Having an employee or one of the salesman handle the social media management responsibility is not a good idea. Hire someone who is a marketing specialist. Someone who will engage fans and turn your page into a money magnet. We're not about networking, we're about making sales.

The number one page on Facebook is not Facebook's, it is Texas Holdem Poker. Even though Facebook has 72 million fans, it has only 300,000 talking about it, whereas Texas Holdem Poker having 65 million fans has 350,000 talking about it. Why is that?

Look at McDonald's, In N' Out Burgers, Dunkin Donuts and The Big Pizza Franchises. They network to build fans but they engage their fans daily. It's all marketing.

What reason do I have to look at the local car dealers in my area if I am not looking for a car TODAY? Unless they are selling iphones, there is no reason for me to go there. My friends are not there. There is nothing for me to do there. There is no incentive for me to tell my friends to go there. Make your page fun and worth checking into and you'll see a change. Spend the money and hire someone who knows Facebook marketing, who can create viral images with funny slogans that people just have to share with everyone. Have you ever wondered why there are so many funny CAT images with sayings floating around Facebook? Because women love cats. The average fan has about 200 friends so if your page has 1000 fans, you have the potential reach of 200,000 potential new customers. The only reason why a small sampling of dealers is producing these results is because there are so few dealers who understand the marketing potential within Facebook. Have you ever even thought that a funny cat driving one of your cars would ever produce a viral flow of new visitors and just might sell a few cars this week?


Thanks for posting this.

I must say that I agree with this article.

Many businesses struggle with Facebook (including car dealers) and they think there is minimal value for them.  They are wrong.  Nobody wants an apple pie recipe from a car dealer showing up in their newsfeed!  Unlikes will happen especially if you are posting useless and annoying info.

What I see from car dealers (not all - but some) is no engagement and no reason for anyone to like their page.

When asked their biggest motivator for doing so, these respondents cited promotions and discounts most often (34%), followed by free giveaways (21%).

This is exactly why we created our App Suite which includes Sweepstakes, Coupons, Welcome Page, Locations and Scratch Off app.

You may call this post self-promoting (and I admit it is but this article supports what we have built) but we created our apps as tools for you!

55% say the biggest motivator is promotions and giveaways!

We have a free case study available here.

If any car dealers read this and want to do something exciting and build followers on Facebook shoot me an email.  I am going to let one dealer use our app for FREE just to prove it.

The other thing is that it is not just about likes.  It is about improving your edgerank.  This can be greatly improved by driving recurring traffic to your Facebook page such as a scratch off that people can play once a day.

So my offer is out there.  I hope someone takes me up on this.

Try our apps including the powerful scratch off app on your page.  I will personally assist you and make sure that you have a successful campaign. 

Sincerely,  Jim Oborny Bleapp or 877.655.2748


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