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Good or Bad: Your Dealerships Internal Commitment Displays Online

As social media demolished thoughts of being a fad and has established itself as an Industry that has not only transformed Internet Marketing as we knew it a few years ago, but is making its way into search. We have seen many dealers fight their presence of being online.

Some dealerships still have difficulty bridging the other known Internet components that have helped catapult success with the term social media due to fear, fear of being caught in the negative sentiment web.

Ah, sentiment. A word that has two meanings, it can either be good or it can be bad. But where does is start and stop? With your dealership.


Most people are not out to hurt your business, they are mostly wanting to be heard and to help others to or from experiencing what they did. Negative sentiment isn’t an attack about you, it is an acknowledgement of what was done onto the customer and this has nothing to do with social media.

In fact, people are talking about you whether it is amongst dinner, at their place of work or on review sites. This is not new, instead, social media has provided businesses with a platform to react quickly and easily in the hopes to change an upset customers mind, or thank them for their kind words.

It provides opportunity for the business to save itself, whereas multiple review sites can be harder to track and provides you with less control than a Facebook page your business owns. For customers, social media has become a faster and easier way for them to be heard and acknowledged whether the sentiment they leave is good or bad and believe it or not, what they have to say is not a personal attack upon you, it is rather, a way for you to learn, grow and gain awareness about your business.

It is up to you on how you perceive a negative sentiment, it is also up to you on how you will try and make it right. But be aware that what has filtered online did not start there. Nope, it started at your dealership.

A dealer can be wary of social media, but what is said there began internally.

Remember that it is not because of social media that your customer is expressing their upset; it is instead how they were treated in-store.

So whether we want to fear an outcome or rejoice it online, how the customer service was originated will always be first and foremost the direct contact with your dealership and that is where you need to spend your time worrying. Do you have employees that cater to the customer? Do you let customers leave unhappy? Do you care?

The answers to those types of questions are what you can expect from customers when they make their appearance on your social networks. Because whether it is good or bad, your dealerships internal commitment will display online.

[image via: blogging4jobs]

Views: 290

Tags: Commitment, Dealership, Good or Bad, Internal, Marketing


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Comment by Erin Ryan on April 16, 2013 at 8:37am

Hey Fred, reputation is always key and it truly does begin within the rooftop long before it makes its way online.

@Alexander, there are many automotive vendors that can help with maintaining and monitoring reputation for dealers, the biggest take away here is to remind dealers that they need to work on their internal customer service to decrease negative sentiment. That is definitely the first step. The second step is for the dealer to do their research on the vendors and see if it will be a good fit, if they care, are educated and willing to treat them more like a partner than a customer etc. A dealership's reputation should never be completely handed over to anyone, even if you are paying.

Socially Yours,

Erin Ryan

Comment by Fred Rose on April 1, 2013 at 10:53am

Key takeaway: 

How do customers view your business online? It's important to invest time learning how customers view your business.

Further, in today's digital environment, creating a comprehensive strategy is essential to business success. Be sure to include social media, reputation management and customer response protocol when crafting an action plan for your local dealership. There are a number of providers who can help with creating an expanded web presence, and Dominion Dealer Solutions would be one option.

Look forward to starting a conversation,


Comment by Alexander Lau on April 1, 2013 at 8:56am

Point being, get someone to manage your Reputation Management for you. SocialDealer has a good product for this, completely dedicated to the automotive retail industry, which is an advantage. 

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