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Is it really worth it to have a presence on Facebook and Twitter

According to recent survey the answer is yes. I would like the OEMs to read and digest this info as well. The more I think about it the more I think I want a page for all the models that I sell... Used cars is bit more tricky. In any case follow the link and tell me what you think?

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Comment by AndrewBarter on March 18, 2010 at 12:57pm
I think more and more that the word "social" is overlooked. and I agree about the content, I would try sponsoring a local event tied to a cause and solicit volunteers outside the dealership but have the store be home base. That core group becomes our first "fans and then we grow from there... Multiple causes and events per year, new crop of "found fans" and expansion of our database.
Comment by David Johnson on March 17, 2010 at 10:20am
@Kieth: See I agree again, and very well said!

There is a big difference between using Facebook (or any social network for that matter) as a place to pitch your wares and a place to build relationships. Having said that I'll echo what Keith said, "It's definitely worth it, it it's done right."
Comment by Keith Shetterly on March 17, 2010 at 7:43am
It's definitely worth it, if it's done right.

As to the article, it brings up the point about folks who are ALREADY interested in a brand become fans; folks marketed to/invited don't convert at near the same levels. And, so, of course the folks who are fans are far more likely to purchase.

If the same article were written about "Folks who regularly visit a store are far more likely to buy there than those who don't", I think it would sound much less "caus-and-effect". The question on SM is really how do you establish that inbound marketing pool of fans?

A great suggestion I read somewhere on here was to invite folks with content they would find interesting in the message. Not necessarily about car buying or cars at all, but something exciting to them--kind of like at a party you wouldn't walk right into a conversation and say "Hi, I'm Fred and I sell cars." SM is like that, I think, in that you walk into the social area and say "Hey, look at this cool thing I found for you, wanna' be my friend?".

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