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I have been in this business for only about 12 years. I'm still learning new stuff everyday, and I also still learning that alot of vendors think that their stuff is always the latest and greatest. I have been suckered into buying their service only to find out a little later, that is was definitely not what I needed.
Ok. Wait..I'm getting off task already. I have heard many presentations about how to "properly" use Facebook and other social media sites. I can honestly say that I do not think there is a right way to do it in every market. What I mean by that is, every market is different, so what works here, prolly won't work in Dallas, or Houston.
What I have found to work the best on just flat out engagement, is stuff related to Fixed Ops. I do not get paid for selling service, however, I do get paid when people have a great experience in service and then come by a car. We run more promo's in house for simple stuff like get a free oil change for the best comment on a picture, or the best Chevy pic gets a free detail.
These things do not cost much money, and it helps not only retention, but everyone loves free stuff. I wanna say it was either Ralph Paglia, Rob Lange, or Joe Webb which said it best..."Social Media is about being social. You do not walk into a rotary club meeting, and just shout out, "I sell cars, who wants one."
I had the biggest issue of over thinking social media, that I forgot is was strictly about being social. I though we had to have some elaborate and well laid out plan of attack and action. Turns out, I didn't have to have some elaborate plan, I just needed to get out there and be social.
I guess the main purpose of this post is simply hoping that someone that is currently facing the same issues as I did and is wandering what the hell to do...this may help.
Just my personal opinion. Thanks for listening and have a great day.