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Automotive Social Media Policy – Free Download

As the saying goes, an elephant never forgets, neither does the internet. Everything said, everything posted, every video created and image uploaded is there for the world to see. People are forming opinions about your dealership without ever having to be a customer, of course this could be good or bad, it just depends on the opinions being formed.

It’s becoming increasingly more important to monitor your employees and how they interact on the internet. In a transparent world it’s easy to connect what a person says to where they work, that can be a problem if one of your employees lacks integrity, and is posting defamatory, pornographic, proprietary or libelous material about the dealership, employees, customers or even the competitors. In fact, they don’t even have to mention anything that relates to the car business but through association can have an impact on the public opinion about your dealership.


After careful research (and a little borrowing) I put together the following policy to get you started creating your own social media policy. Keep in mind that I am not a lawyer and the following policy should only be used as a guide and is not a stand-in for legal advice. I encourage you to download it, take a look at it and draft your own policy.


Social media can be a powerful supplement to any marketing campaign but it can also be a double edge sword, use it wisely and make sure that you know what your employees are saying, it could be the different between positive word of mouth and negative word of mouth. As we all know, negative word of mouth can spread like wildfire and before you know it, it can engulf the whole dealership. Be vigilant.


The following policy is saved in an RTF format, it can be opened with most word-processing programs on both PC’s and Macs.


Automotive Social Media Policy

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Comment by Keith Shetterly on February 26, 2010 at 2:39pm
It'll be a leaner crowd at happy hour while they're busy, I suspect.
Comment by David Johnson on February 26, 2010 at 2:35pm
Then we should be safe.
Comment by Keith Shetterly on February 26, 2010 at 2:31pm
...all the lawyers are circling Toyota at the moment.
Comment by David Johnson on February 26, 2010 at 2:28pm
That's why I put the disclaimer in. I'm no lawyer, about as far as you can get from one! LOL
Comment by Keith Shetterly on February 26, 2010 at 11:45am
I spent a little while with contract law, especially in "Right to Work" states. Very interesting documents, especially where the use of the word "potential" is applied--and I'd add this: A lot of (most?) dealerships don't include "statements to the media" in anything about print, TV, etc. I'd suggest this type of document be expanded with an eye towards print and TV and Radio and Social Media and Web 2.x and so on. My $.02.
Comment by David Johnson on February 26, 2010 at 8:38am
Looks like we are both on the same track! Every dealer in the country should use one of these, they are that important.
Comment by Ralph Paglia on February 25, 2010 at 10:15pm
Ahhhh... Your's is sooo much more visually appealing!
Comment by Ralph Paglia on February 25, 2010 at 10:12pm
Dave,

Take a look at the template I have been using to modify for dealers, and let's collaborate to make sure we are both using the best starting point template...

SocialNetworkingPolicy-DealerTemplate-2010-v3.docx

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