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Since social media marketing is heavily concentrated in the automotive industry, dealerships especially should give due attention to their Facebook presence.
95% of the brand pages on Facebook exhibit numerous unanswered wall posts.
When a dealership fails to respond to their customers’ posts, they experience disconnect with these potential customers, which negatively impacts their online reputation. And let’s not forget either that bad news travels faster than good news.
So, how can your dealership ensure reputation management with your automotive social media marketing?
Tip #1: Craft a Vanity URL
Using Facebook’s vanity URL feature, you can reserve your own unique domain within Facebook. For example, if your company name is Red’s Ford trucks, your vanity URL would read http://www.Facebook.com/RedFordTrucks. It’s a spectacular way to create brand awareness and it's beneficial for your search engine optimization as well.
Utilize your store’s benchmarks for social media content creation. Facebook’s milestone feature allows you to publicly highlight your dealership’s key achievements, grand openings, anniversaries and sale events directly on your Facebook page, which will strengthen your dealership’s credibility within the community.
Tip #3: There’s a [Facebook] App for That
Select Facebook marketing apps that actively engage the type of customers your dealership seeks, for example, apps that allow your customers to view your tweets on Twitter, videos on YouTube, and your reviews from DealerRater. More advanced apps allow you to spotlight specific aspects from your website—inventory, specials, giveaways, and events—directly through the apps on your page.
Facebook’s newest marketing tool, Page Post Targeting makes it easier for you to market certain cars or services to specific people, based on the potential buyers’ education, workplace, location, age, gender, “interested in”, and relationship affiliations. Page Post Targeting is revolutionary for automotive digital marketing because these are the influential factors by which automakers create, brand and market their cars.
Social media is, well, social. Incorporate these four Facebook secrets of social media to ensure that your dealership’s Facebook page is intriguing, engaging and useful to the kind of buyers you want to see in your store tomorrow.