Automotive Digital Marketing

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How to Post an Amazing Piece of Content on Social Media Properly in 4 Minutes or Less

There are tools. Tools are great if used properly. The biggest challenge with tools is that they can be turned into a crutch that actually takes away from the exposure of the post. In other words, you can "tool yourself out of the message" by overusing them or by using them improperly.

Today's webinar was about tools and we discuss many of them, but I think the big takeaway for dealers is the portion around the middle where I go through the actual posting process. Here's what I do, step by step:

Find the Content

First and foremost, you don't have to post cats. I know that there is a strategy that involves posting funny pictures and trying to be entertaining, but the internet is loaded with many people and businesses more entertaining than you or your social media provider. It was a semi-effective strategy a couple of years ago. Today, it simply isn't necessary.

People want experts. You're probably not an expert on shaved dogs or hipster fashion. You're an expert on cars. Post cars. Lots of them. Old cars. New cars. Concept cars. Take what you know as a car dealer and apply it to your social media.

With that said, finding the right content can be easy. You probably have something really cool on your lot right now. Nissan dealers, for example, have a huge advantage if they have a GT-R on their lot. Social media LOVES the GT-R, particularly Tumblr and Pinterest. This translates nicely on Facebook, Google+, and Twitter as well. Instagram can go crazy over it.

Use what you have, but you don't have to stop there. Services like Shutterstock are excellent for finding images of particular vehicles, skylines of your metro, or interesting events in the local area. Taking pictures is best, but if you are constrained on time (who isn't?) then the good ol' stock photo works just fine, particularly if you have some interesting information to go along with it.

Post to Facebook and Google+

Once you have your content, get it up on Facebook and Google+. Try not to use a posting tool whenever possible - Facebook gives preferential treatment to posts from itself and Google+ tools like Hootsuite post the images as links, not images. If you've already posted or it's not the ideal time and you have to schedule it, that's fine, but avoid whenever possible.

Post it on Tumblr

If you don't have a tumblog yet, you should. It's super easy to post to Tumblr and we've covered it in past automotive webinars.

Get the image up on Tumblr as an image; too often I see businesses posting as links or text and adding the image which doesn't get the same amount of coverage. You have an option to include a click-thru link. If the image is on your website, you can plug that page in. You can also plug in your Google+ post. Neither is required but it's a benefit to do so.

Take it from Tumblr to Pinterest and Twitter

Go to the post itself (not your Tumblr homepage) and Pin it onto your Pinterest board. While pinning, be sure to select the "Post to Twitter" option so that it goes onto Twitter as well.

That's it. Four minutes. Quality post created and shared. Time to get back to other business. Here's the full webinar...

Views: 766

Tags: automotive, marketing, media, posting, social, tips


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Comment by J.D. Rucker on October 5, 2012 at 7:48am

Ralph, we met the team at Sprout Social and one of my current employees is actually starting to work for them next week. They have a really strong platform and once they get some of their UI issues fixed they'll be a strong competitor to Hootsuite. When I hear back from my "inside man" I'll let you know for sure which direction they're going but the future looks bright for them.

Comment by Ralph Paglia on October 4, 2012 at 9:04pm

Has anybody here tried using Sprout Social? Especially interested in the latest professional version of the software that is fully integrated with Google's Chrome. I started a trial license period a few weeks ago and am amazed at what it is capable of in regards to content posting and syndication.

Comment by Ralph Paglia on October 4, 2012 at 9:00pm

JD, I wish your voice volume was higher in the video... sometimes it is hard to hear what you are saying.

Comment by Bill Palomba on October 4, 2012 at 9:21am

J.D. - thanks for the response. I incorrectly assumed you were advocating posting only automotive content, whether it be OEM/dealership related or locally based. (I should have known better.)

Jamie - I completely agree with you about the geographic component of a dealer's likes. For that reason, we have resisted promotional efforts to exponentially increase our volume. And while it is painfully slow, our number continues to creep up and hopefully consists of customers who will choose to remain followers.   

Comment by J.D. Rucker on October 4, 2012 at 8:39am

@Bill - diversity is important and I'm a big fan of humanization, which is why I recommend strong content such as:

  • Images taken at local events, little league sports, etc.
  • Local landmarks - pictures or videos of the Space Needle in Seattle always get some play
  • Entertaining pictures of things happening at the dealers - one of the best ones I ever saw was weekly videos of a service adviser singing country western

There's a lot of good things happening at and around dealerships. No kangaroos required.

Comment by jaime Block on October 4, 2012 at 7:16am


Agreed about the the diverse mix of content.  However, if your content leads to likes that are not local, and you are a local dealership... then that defeats the purpose.  That's more of what I see happening.  Believe it or not, there is a following, or group of people from all over the country that are on Facebook just to "caption" photos and play games on the walls of dealerships FB pages.  Just the other day, I saw a hotdog dressed up with sunglasses and a mustache.  It confused me.

Comment by Bill Palomba on October 4, 2012 at 6:14am

I sort of get the point about kangaroos and squirrels and I know there is probably a lot of material out there that is suitable for posting that is auto related. Nevertheless, I have read many times that one of the most important uses of social media is to display the "human" side of your dealership. With that in mind, I'm not sure I see anything wrong with adding content that has nothing to do with the auto industry. Not everyone that likes your page and is likely to continue to engage with you is looking for industry specific content 100% of the time (and, in some cases, if at all). If it is indeed about making customers comfortable enough to want to do business with you, I think it is helpful to have a diverse mix of content to keep as many as possible tuned in.

Comment by J.D. Rucker on October 4, 2012 at 3:41am

Thanks Tom and Stan!

Jaime, I'm with you 100%. We're in the automotive industry. There's plenty of great content about our vehicles, our local area, and our customers to post on social. No need to lower the bar for the dealership by posting rips.

Comment by jaime Block on October 4, 2012 at 12:25am

I agree.  Tools are limiting, mindless, and defeat the point of social media.  And honestly, what is up with car dealerships Facebook pages filled with posts of kangaroos and squirrel cartoons?  Then there is always some quote like "caption this"?  I don't understand what that means even, let alone will I like that dealership's fan page.  

Comment by Stan Sher on October 4, 2012 at 12:09am

JD you are my hero!

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