section of a dealer's successful Facebook Fan Page I never find a single "Update" sent out to the Facebook users who have "Liked" the page to become a "Fan". This is, in my opinion a serious breach of what the dealer needs to do in order to fulfill the promise of creating the Fan Page in the first place... UPDATE YOUR FANS ON NEW MODELS, NEW EMPLOYEES, NEW APR PROGRAMS and anything else that a "Fan" of the dealership would find interesting. I have seen dealer Fan Pages with over 3,000 Fans and not a single update broadcast message from within the Facebook Fan Page Admin Resource Apps since the page was created.... The term "Marketing Malpractice" comes to mind.…
antage of Penguin. It's not that I will actually use the update itself to move forward. I will use an understanding of the update that Google gives us to keep from getting blown up.
ng closely. They see a link, check PR, and think, "Oh, that's not an important link. It's a PR 0." Then, an update comes out and they see that it's actually a PR 4 and has been giving you great juice for months.…
net users, it’s most visible in the form of RSS feeds that deliver content directly to the home page, feed reader, or aggregator of choice.
Although RSS has been around for many years, it’s still not mainstream. According to Forrester Research, only 11% of online adults use RSS feeds and the interest among those who don’t is low.
Many automotive sites use RSS to provide updates such as announcements, auto show news, reviews, and video. Ford Motor Company has a ton of feeds (85!), including brand-specific feeds (e.g. Ford, Lincoln, Mercury), but they’re hidden in the in the lower right of the “Press Releases” page. It’s a huge list, so some effort at categorization would be helpful. It would also be nice to see some of these feeds on the brand sites, where they are more likely to reach their target audiences. http://www.ford.com/dynamic/ford-motor-company-rss
Unfortunately, RSS links are often hidden. Porsche’s, for instance, is buried in its “Press Releases” section.
Considering its large enthusiast community, Porsche would be well-served to give greater exposure to this link. Similarly, Toyota only exposes a few feeds from its brand site, with many more (including vehicle-specific feeds) available in the press section of the corporate site.
Buick and Toyota give great explanations of RSS. This is helpful, especially given Buick’s generally less Internet-savvy demographic.
More important is to frequently update the feeds, otherwise why bother offering it? Much as with blogs, the feeds should be updated on a regular basis. Most automotive sites do update regularly, although the nature of the content has shifted along with the automotive industry’s fortunes – the domestic manufacturer news feeds are now more likely to address the health of the companies. Some channels seem to be aging, however. For instance, the last Buick News update was January 21, 2009.
Third-party sites tend to more fully integrate RSS and update more frequently. For instance, kbb’s “Latest Videos” feed updates multiple times every week. Many third-party sites have a strong publishing angle, update content (esp. vehicle reviews and videos) more often, and are more likely to incorporate social content, e.g. Edmunds’s various blogs.
RSS adoption is far from universal. Even automotive brands with a high percentage of Internet-savvy owners (Acura, Honda, Infiniti, Nissan, MINI and Saturn) still rely primarily on email newsletters to provide updates. Email may be a proven mechanism, but not everyone wants more inbox clutter.
Of course, Internet users have multiple options for receiving opt-in communication, including Facebook newsfeeds and Twitter. While RSS may or may not grow substantially, it’s a great way to reach a tech-savvy slice of your audience.…
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