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There is no way around it, you need a Facebook page.  Now, far too many companies and dealerships fail to realize that simply having a Facebook page isn’t in and of itself much of an accomplishment. 

After all, there is a tremendous difference between having a sword, using a sword, and being a skilled and highly trained swordsman.  Creating a Facebook page isn’t magic.  Keep in mind that about 1 billion (yes with a “b”) people have sat down at a computer and created a Facebook page.  This means that if you truly want to get real value out of Facebook, you will need to follow some important key steps.  In this article we will explore the 5 essential tips that your dealership Facebook page should take.

 

  • Tip Number One-Be Interactive
    Social media, including Facebook, is about being interactive.  Remember that the key word here is “social,” and that means you want to be online interacting with your potential customers.  Answering questions is a great way to build relationships and get new business.

 

  • Tip Number Two-Use Facebook to Keep Existing Customers
    New customers are essential for building a business, but keeping your existing customers is vital to your survival.  In this fashion, Facebook can be used to foster improved communication between a dealership and existing customers.  If there is a problem, you can find out about that problem on Facebook and address it long before you lose a client to a competitor!

 

  • Tip Number Three-Look for Ways to Be Helpful
    If all you ever do on social media platforms like Facebook and Twitter is actively look for sales, then you’ll be perceived as a “shark.”  However, if you take proactive steps to help your existing and potential customers, you will be seen as a trustworthy and valuable asset.  If you handle your interaction with the public in the right way, the odds of people visiting your dealership will soar through the roof.

 

  • Tip Number Four-You Should Never Be Too Busy to Ignore Your Facebook Messages
    It is critically important to realize that people use Facebook a great deal.  In fact, many people use Facebook so much that it practically comprises the entire internet for them.  This means that if you ignore them on Facebook, you might as well be ignoring them altogether!

 

  • Tip Number Five-Your Time and Effort Will Eventually Pay Off
    You shouldn’t expect to build your Facebook or other social media profiles overnight.  The process of building a large and useful social media following can take time, but the rewards can be substantial.  Keep in mind that if you have a robust social media presence and your competitors do not, then you have a real edge over them and one that you can exploit for years to come.



David Farmer
CEO @ intice
intice, Inc.

Views: 465

Tags: 5, Dealership, Facebook, Pages, Tips, for

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Comment by Alexander Lau on December 4, 2013 at 7:22am

Ralph... Agreed, with your last point and your previous post, it does take a dedicated resource (usually not staffed at a dealership, as they don't take social seriously enough, all that's going to change with the ever growing importance of Semantic SEO = major social overlap).

In terms of DIY social media management, SocialDealer was a disappointment We used them for 6 months and they charges us close to $150.00 per account, per month,, plus bugs galore, site crashed constantly. I was beta-testing their wares and paying for it at the same time, nothing but problems. I can't speak of their concierge services, as that wouldn't be fair to them. I've ended up with HootSuite for $9.99 per month for all of our clients.

Since having used SocialUps, I've seen better conversion success, especially in terms of using their streamlined inventory placement (yes can be had through DealerRater, etc. but still it's nicely done), Games, Contests, Rewards (very creative), Coupons, Facebook PCP management, etc. One streamlined console for all of your automotive retail wares.

Now, that might be my opinion, but this is what I've seen out of those two. Whom are the Top 5, that you speak of and is SocialDealer included?

Comment by Ralph Paglia on December 4, 2013 at 1:19am

Alexander... I want to comment on your comment regarding SocialUps; I have yet to be impressed beyond any of the other top five service providers... It sounds like you use them, so maybe I have been missing something about the social media marketing services they provide... So, why do you state that SocialUps is "clearly" the dealer's best choice? BTW, if you are a customer of a supplier, it is not being wholy transparent to say or write that you have "no affiliation with that suppier... Being a paying customer of a company is most certainly an affiliation. My very traditionally Italian father used to point situations out to me as a young man and say:

"follow the money, son... and pay attention to every name on the money trail because they are all connected, whether they admit it or not..."

For my money, I like SocialDealer for providing original content to dealers (although I would rather see a dealer creating their own content) and content distribution (marketing / syndication). They also do a nice job of monitoring dealer reviews and mentions in the blogosphere...

I have a lot of respect and admiration for what Dominion is doing with their social media marketing software and the services that go with it... Again, content...

As much as i try to refrain from saying anything about former employers and the companies I was involved with from an acquisition perspective (not!), I will go on record saying that the price point for the Cobalt Team's social media marketing services makes it a great value, and it is one of three or four systems approved for the GM dealer mandate for 2014.

There is currently more snake oil being social as "social medicine" to car dealers and other businesses... I would say that if there are 100 social media service providers that dealers could choose from, about 85 of that total are oversold and under-delivered... some to the point of fraud and deception.  

I would advise dealers to be especially wary of high priced ad agency social media "services" and any local "genius" who camps out at the dealership because his or her secret sauce is gonna propel the dealership to new levels... And, they have never sold cars themselves. I saw something like that a couple weeks ago..

I do not begrudge anyone trying to make a living serving local dealers, but the guy i saw was slamming every other supplier doing work for the dealer and he wanted "only" $12,000 a month for social media marketing services that were so powerful he could not detail them out, because he might risk his patent applications... He did describe a few basics like registering with all the business directories of any consequence.

At the end of each day, I am consistently reminded that a dealer who puts thew right person in charge of their social media marketing and that person is an employee who likes the work and is willing to learn something new every day, will generally outperform the third party social media service providers by a substantial margin... and sell many more cars and service tickets!

Comment by Ralph Paglia on December 4, 2013 at 1:02am

Alexander, one of the community aspects that ADM is known for is being a place where automotive pros can express their opinion, in fact we want members to express their opinions, so yours is certainly welcomed and considered. First of all, I never read this post as being an advertisement... If it were, I would have ignored it. A closer critique would be maybe too much like an informative brochure... Followed by too generic and too basic.  However, if a dealership employee is not as advanced as say an Alexander Lau, then these 5 tips or points of guidance might have a little more value.  Even green pea marketers should be provided with information that they can use as they grow their skills and industry wisdom.

Comment by David Farmer on December 3, 2013 at 7:18am

No Worries, no offense taken.  - Thank you, and good luck to you!

Comment by Alexander Lau on December 3, 2013 at 7:10am

Hi David, again no offense. Maybe I'm just a bit jaded and spend too much time here. Good luck! :-)

Comment by David Farmer on December 3, 2013 at 7:09am

Hi Alexander - Thank you for taking the time to read our post and for providing your feedback, I appreciate the engagement.  And, thank you Ralph for creating a vibrant online community for dealers and marketers, like myself, to share our ideas on how to be more effectively compete in today's dynamic market.

Comment by Alexander Lau on December 3, 2013 at 6:38am

Ralph, my honest opinion, this reads like a basic regurgitation of what has been overstated many times. No offense to David Farmer as he's just trying to make a sale, just like everyone else. Some of us just do it much more subtly.

Again, go with SocialUps, clearly the best in this line of work. I have no affiliation with them, whatsoever.

Comment by Ralph Paglia on December 3, 2013 at 6:33am

Well Alexander, since Intice is currently NOT A SPONSOR of the ADM Community, then I say let the discussions fly! What is YOUR opinion on these five recommendations?

Comment by Alexander Lau on December 3, 2013 at 6:09am

Soooooooooooooo, I suppose this was never meant to be a discussion, just an advertisement for Intice...???

Comment by Alexander Lau on December 2, 2013 at 8:42am

Additionally, if you're looking for a great 3rd party group to support your Automotive Facebook endeavors, the best bang for your buck is over at SocialUps.

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