Automotive Digital Marketing

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Do you have a Social Strategist or a Page Jockey?

I recently found myself in a discussion about social media management and it brought out an interesting comparison... Do you have a Social Strategist or a Page Jockey?

Social has become a part of most people’s daily lives. Some dealerships have embraced it and even gotten very aggressive with their strategies. Others are just getting in to it and aren’t sure where to get started.

   

It’s a hot enough topic that new vendors are tossing their hats in the ring everyday and they are “educating’ dealers based on the limitations of their offerings rather than what best for their business. Many vendors have skipped directly past the dealers and have convinced the OEM they have the best solution for their dealerships needs and what the heck, its co-opable right? WOOF.

Dealerships need to take this area seriously. It’s one of the most highly targeted, cost effective ways to market your business, if it’s done with the proper strategy.

   

Many of the offerings out there fall under what I call “page jockeys”.

They jump right in and start posting away typically doing the same thing for you that they do for any other dealership. Many times it’s the EXACT same thing they are doing for every other dealership. Page jockeys typically see it as the dealerships responsibility to respond to any communication that may happen on the page. They just post. With a page jockey you can definitely expect cat and puppy pictures, hump day camels, and "news j acking" popular topics because page jockeys still think that it’s 2008 and want to rate the effectiveness of your social media on likes and engagement numbers. These services are typically sold in the $500-$800 range but I have seen some bold jockeys cross the $1000 threshold but hey, it’s co-opable right?

  

Other providers take the route of quality, professionalism, and ROI.

These would fall under the Social Strategist. They take ownership of the page and the results delivered from their efforts. A Social Strategist ensures everything is on point. High resolution cover photos and profile pics, complete information in the “about us” areas of the profile, verify listed phone and email, consult through page verification and beacon request, establish procedures for lead distribution,  and conduct interviews to ensure the personality and voice of the dealership are properly captured. Once this is all established then the entire social experience is handled on the dealerships behalf by the Social Strategist. Posting, answering comments, reviews, private messages are all managed for the dealership. A Social Strategist would also own the administration of the page terminating any OEM or Third Party syndicated feeds knowing they don’t add any value and only hinder the overall performance of the page.

  

All of this covers the front facing side on your social efforts.

Now a Social Strategist needs to determine sales goals, competitors, targeting, budget distribution, specials, data acquisition, and reporting requirements. Services like this start in the $800 to $1500 range and would include an additional advertising budget and the administration of those ads. Some may even charge a percentage of the ad budget as an admin fee. That can range anywhere from 5% to 50%. Single digit percentages are reasonable, much more than that is probably co-opable.

    

It’s my opinion that the page jockey is a relic.

There is so much more to social success than posting alone. You wouldn’t go to a cocktail party and only make statements and not engage in conversation with those around you. What If you made the same statement to everyone in the room instead of saying something unique and relevant to each individual? Ugly right? Don’t support the jockey. Have a strategy, hire a strategist. Expect results. You sell cars. Likes and engagement aren’t results for you. 

Views: 302

Tags: Facebook, Marketing, Media, Page Jockey, Social, Social Media

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Influencer
Comment by Jeff Glackin on December 19, 2015 at 3:24pm

Gayle, sorry I am just now seeing this. I have gotten out of the habit of checking ADM daily. I have always enjoyed this group but I am starting to wonder if it has become obsolete compared to the groups on Facebook. 

I appreciate your comments and agree with you about the timeline activity. On the dark side of Facebook you can and should be selling aggressively in my opinion. I have seen it work time and time again.


Influencer
Comment by Gayle Rogers on November 17, 2015 at 7:53am

Jeff - This is great! I love that you have finally given a worthy name to social spammers. There are a lot of vendors in the automotive space that eat away at dealer budgets with weak to useless services, and this is a BIG one. 

Reading this last line "Expect results. You sell cars. Likes and engagement aren’t results for you." got me thinking...Almost all businesses exist because of the profit they generate, but dealers do more than "sell cars". They are pivotal businesses in their community. They help provide reliable transportation so people can get to work. They keep cars safe and on the road. They help people rebuild their credit. They support community initiatives and support other local businesses.

All said, I don't think social media is a stand alone strategy it's a tactic or a tool that is part of a real strategy.  The strategy is to build a business that will sustain growth. Selling cars is the result of the effectiveness of the strategy. Awareness and engagement should be part of a dealer's strategy. I'm not saying that you should never use social as a selling tool, I'm just suggesting that in order to sell MORE cars, you have to focus on the strengths of each tactic and the part it plays in the grand scheme. Social's strength is community engagement and should be considered a KPI and a positive result. 

Thanks for writing this! It's really important that dealers understand what they are buying...I'll definitely be sharing!


Influencer
Comment by Jeff Glackin on November 9, 2015 at 8:42am

Thanks Christine. I have access to a great graphic artist with a snarky sense of humor. Its magical. haha


Influencer
Comment by Christine Robertson on November 9, 2015 at 8:35am

Excellent article, Jeff.  The picture is hilarious. ;)

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