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How Dealers can Post Successfully on Facebook [Infographic]

This is a topic that has been covered so many times that one might wonder how it keeps popping up. The reality (from a content perspective) is that Facebook posting best practices is the gift that keeps on giving. It’s frustrating to dealers and annoying to bloggers, but at the end of the day there’s one simple truth: whatever worked yesterday may not work today but may work again tomorrow.

That’s Facebook. It’s social media in general from a dealership perspective. There are three dynamics at work and they rarely do more than lightly influence the other two:

  • Facebook and other social media sites are constantly changing. As a result of changes to their algorithms, posting rules, and layout/design/UI, the game is continuously changing for dealers who want to be successful on social media.
  • Users are changing. It’s not just that more people are getting onto social media. The trends of what they like to post, how often they post, and the platforms through which they post are all in constant flux.
  • The world is moving. This is one of the factors that few really take into account but that has a dramatic effect on social media posting strategies. Political sentiment, breaking news, natural disasters, new gadgets, more websites… this list could go on indefinitely. Anything that’s not directly associated with the social media platform or its users can fall into this category.

With so much “posting turmoil” in the strategy tsunami of social media marketing, it’s no wonder that there are major points of confusion. There was a time, for example, when businesses were told not to post on weekends. Today, depending on which study you read and whose advice you take, there is evidence that the weekends are exactly when businesses should be posting more. Go figure.

There have been numerous studies and infographics on the topic, but the one below by Pagemodo does a nice job of giving “JD-Approved” advice on posting times, styles, and frequency. One major point of contention, though, is that the advice to post 2-3 times a day should not be considered a general rule. It all depends on your goals, of course, and unless your goal is strictly branding, this is not the appropriate frequency. Otherwise, the data is sound.

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Tags: Content Marketing, Facebook, Infographic, Post, Social Media

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Comment by J.D. Rucker on March 21, 2013 at 9:18pm

Excellent input, Alexander and Fred. Randall, those are some great points as well. The need to make our customers' needs higher than our own is the cornerstone of a truly social business. We can get more by giving more, in essence. Love it!


Influencer
Comment by Randall Welsh on March 20, 2013 at 9:04am

A very interesting article J.D. I have asked many Dealers this simple question: Why would someone "Like" you on your Social Media sites like Facebook? There is a sudden silence, followed up by I really don't know. The truth is there has to be something in it for the Consumer. I tend to try and add value to my posts, instead of selling my wares. So, with that in mind, I would have any special offers within the service and sales marketing vendor, automatically post these specials to your Facebook pages and coupon sites like Thrupons/Groupons etc. Then remove them as they expire. Make sure all communications going out to the database also have theses links embedded within the communications. Last but not least, make sure it is easy to make an appointment from those communications. Too many times, we ask the consumer to jump through too many hoops to make an appointment. Asking log-Ins, passwords or worse yet, answer 10 questions to do nothing more than wait for a call to confirm an appointment from the advisor or salesperson. Marketing needs to be seamless and must have clear connectivity to Social Sites. The rest of the content is important, but maybe to the Dealer more than the Consumer. rwelsh@cimasystems.NET

Comment by Alexander Lau on March 20, 2013 at 7:47am

@FredRose. Although slightly dated, here's a good place to start: http://www.smartinsights.com/guides/social-media-marketing-7-steps-...

Introduction – What is Social Media Marketing and Social CRM?
Step 1: Set business goals for your social media strategy
Step 2: Create your social media strategy
Step 3: Social listening and online reputation management
Step 4: Define content and engagement strategy
Step 5: Define communications strategy
Step 6: Define approaches for the core social media platforms
Step 7: Social Media Optimization (SMO)


Influencer
Comment by Fred Rose on March 20, 2013 at 7:41am

Interesting article which provides advice for getting started social marketing. The key takeaway being that creating a social brand strategy is vital to business success in today's digital environment. I'd like to propose a few questions to help define and understand your social media presence.

Who is managing your digital presence, and what is the 'voice' of your brand?

Describe your content creation strategy?

Which resources are dedicated to digital brand management?

Look forward to starting a conversation,

@FredWRose

Comment by Alexander Lau on March 20, 2013 at 7:32am

All good facts and figures.

Stolen, I believe from a Joe Webb post (apologies to Joe Webb, but this is righteous data for automotive dealers).

(In no particular order)

  • Philanthropy and Charitable involvements
  • Photos of new customers with their vehicles
  • “Caption This” pictures
  • Video customer testimonials
  • Random pics of humor, quotes, or thought-provoking imagery
  • Questions to engage (think Trivial Pursuit, 1st date-style questions, Family Feud, or hypothetical in orientation)
  • Reviews/Ratings from happy customers
  • Service Discounts, Coupons – Not ‘sales-related’ content. (No “3.9% on Chevy’s until month’s end”- style posts)
  • Upcoming community events (and their involvement in them)
  • Nearby school events (and a mention of current employees from there)
  • Good staff bios
  • Job openings
  • Very odd vehicles taken in on trade  (a 2006 Chevy Malibu isn’t a worthy vehicle to share on your wall regardless of the “low miles”, but a DeLorean would be).
  • Interesting facts based on that date in history
  • Service How-To Videos
  • Very high profile OEM/Dealership updates that are actually in the news (with your dealership’s response to it)

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