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Content is the answer to how to sell via social media. The easiest example is in the history of radio: Advertisers drew people to listen with interesting content and then did commercial announcements. This "hook'em and sell'em" device transited nicely to TV. And it's transiting to social media, as well! Give people a short and interesting mini-article, funny video, human-interest story, and THEN give them a link to your site/inventory/contact form/what-not.
My point is that we are all (or many of us, anyway) "doing it wrong"...Would somebody watch a thirty minute show about your dealership? NO. Would they watch a 10sec commercial on your dealership while watching a 30min popular show? Very likely. Will they keep you as a friend if you send them weekly content they are interested in,even if it ties (via link and even content) to your retail vehicle sales? SURE.
It's that simple: You monetize social media the same way you do the old media, by driving "viewership" with content and then culling leads from folks who are interested in your message.
I'm not saying this is where your own content should go, but you can imagine this being passed around Facebook . . . well, it was. This Suzuki dealer is now #1 http://www.youtube.com/watch?v=jGgmFQ-SMBw.
Not every TV advertiser bought time on The Gong Show or Jerry Springer. Foxnews gets viewers, too. Why do people pay attention to the advertisers?
Content, baby, content! Anyway, that's my $.02 of an answer. :)
P.S. Check out Ed Brooks' blog post http://www.automotivedigitalmarketing.com/profiles/blogs/facebook-p... about how the live news feed dominates Facebook now . . . guess what? That's CONTENT, baby, content of interest! :)