Automotive Digital Marketing

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by Robert Allen, Social Media Specialist

Social Media has been added to your already full plate of responsibilities, and you want to succeed, but the idea of generating content that performs well is daunting. What do you do? Keep it simple.

Edgerank, algorithm, signals, affinity, time decay? Have you seen these terms thrown around regarding your Facebook marketing strategy? Confused with how to position your content and get the maximum exposure? Well I have a simple tip for you; focus on relevant, engaging, unique content, and use Facebook insights to track performance.


We operate in an industry where there are experts around every corner with their list of 7 or 10 tips to successful automotive social media.



Generally the experts have good points. However they sometimes tend to overcomplicate something that doesn’t need to be complicated.  Instead of thinking “How can I manipulate Facebook?”, start thinking “What do my fans want to see?”. Your fans liked your page for one of many reasons. They may have had a great experience at your store, and truly like you, or maybe they want to see exclusive offers. Maybe they just like to feel good about the fact that they’re associated with a pillar of the community.


The key is to find your store’s personality and be able to message it through content. Once you start posting the content, monitor its performance through Facebook Insights. If your content is resonating with your fans, you should start to see your reach increase, your likes and comments increase, and your fan count start to climb.

Try to view your store through the eyes of your customers, who may set foot in a car dealership (hopefully yours) once every 3-6 months to visit the service department — or less if they just come in for sales.


There has to be several items that the average customer doesn’t know about you that can help shape their perception of you, your employees, your facility or your corporate brand. It could be a little league team your store sponsors, or an employee that is an accomplished pianist, or possibly even that Honda Odyssey sitting on your showroom floor that you snazzed up with custom rims.

Every Nissan dealer is going to have a Sentra with the same invoice price. While it’s important to message your affiliation with the OEM you sell, what will make you successful on social media is the uniqueness of your store.



About the Author

Robert Allen has been with Cobalt for 4 years, and a Social Media Specialist the past 2 and a half. Prior to Cobalt, Robert has spent over 5 years working in dealerships doing everything from picking up the Dealer Principal’s dry cleaning at a Cadillac dealership, sales at a Nissan dealership, to selling high performance accessories at a Lamborghini dealership. Outside of work, Robert enjoys spending time with his wife and daughter, cycling, and cheering for the Seahawks. His first car was a 1971 Oldsmobile Cutlass, that he spent $150 on, ran for 3 weeks, and cost $200 in gas.

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