Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Most dealers put someone in charge of updating their social presence sites and this person has to 'Post' or ‘Tweet’ something at least 'Daily'; which is fine except when the person logs out and is never to be seen or heard from until the next ‘Post/Tweet’. This is what the social world calls 'Shout Outs'.
If you are displaying yourself on social networking sites and have no interaction with your viewers you are sending a message of ‘I want YOU to hear and see ME but I have no interest in hearing or seeing YOU’, and this is a fundamental mistake many dealers make when they attempt to maintain their social presence.
Shout Outs, over time, will suffocate your social presence.
They will eventually cause your 'Page' to disappear because the key to social success is activity! If you Post-N-Run you lose the opportunity to keep your presence alive in the eyes of your audience. It doesn't matter if you have 1000 friends/connections/followers if you don't take the time to maintain your presence, you will become invisible.
The people who have connected with you online have a goal too; THEY want to be seen and heard. Don't create an outward networking desert that doesn't grow relationships. Maintaining a social presence is more than 'Posting', it's 'CULTIVATION'!! Interaction and Social Networking are branches off of the 'ole communication tree, but we've become so focused on voicing our thoughts and opinions that we forget it's about relationships. [Being on display does not create relationships].
Staying in front of people is a basic fundamental of good marketing, and social networking has brought us closer than we’ve ever been to putting our pictures on everybody’s mantel. The Ultimate Goal is to have your 'Posts' visible to as many of your friends/connections/followers as possible; the key to accomplishing this is to actively participate in THEIR social presence. Make it a point everyday to spend time 'liking' and 'commenting' on their posts and photos, show interest in their activities, congratulate them on their successes, and send happy birthday wishes... Whichever method you choose, just make sure that you are active so that when YOU post something, you will be seen!
I have sat around conference table’s debating on whether or not our customers are reading our mailers, looking at our billboards, watching our commercials and listening to our radio ads but now I am also making sure that we interact with them socially because we can disengage our online audience 1,000 times faster than they can throw away our mailers, drive by our billboards, turn off their TV's and change their radio stations.