Automotive Digital Marketing

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MyFace or Spacebook? MySpace Links with Facebook

MySpace, attempting to regain its former popularity as a social network, is now letting people sign up with existing Facebook credentials. This new MySpace Mashup feature will supposedly encourage Facebook users to get on, or back on, MySpace. Whether people will really head back to MySpace is the question. Myspace has seen a significant drop in users over recent years, with its traffic dropping by half from 2009 to 2010.

Will this move help to bring users back to MySpace?

Only time will tell. As Facebook has grown more popular, many people have left their MySpace accounts dormant and switched over to Facebook. Recently, MySpace has integrated with Facebook in other ways, such as letting people update statuses on both networks.

Should auto dealers focus their efforts on MySpace as well as Facebook?

Even if the Mashup feature does take off, all of these people are already Facebook users. It’s better to focus time and effort into developing an active Facebook following and a content-filled Facebook page than to get spread out and disjointed across multiple networks and not have a unified message. Spend your time refining an auto dealership Facebook page and building a following there.

Right now, Facebook is dominant.

Though that dominance may change over time, you can reach the most people, and the most active people, with your automotive marketing message on a Facebook page.

Paul Potratz

Views: 581

Tags: ad, advertising, agency, auto, automotive, dealer, facebook, marketing, mashup, media, More…myspace, social


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Comment by David Johnson on November 23, 2010 at 8:58pm
I'd air on the side of caution, by NOT making blanket statements about which social networks to use in any given situation. True Facebook is dominant but through proper communty and demographic research a dealership may find that Myspace is a worthy investment of time that produces a good return on influence.

Always remember that the strategy dictates the social platform, not the other way around. If you keep that on mind then you are well on your way.
Comment by Ralph Paglia on November 23, 2010 at 7:35pm

You make valid and compelling points, but in my opinion, as you so aptly point out, very few dealerships can handlle a limited amount of social media marketing responsibility on an in-house basis. They do not have the people working for them with the right skill sets and there are much more effective strategies that dealers can use.

That's why we created the Social Marketing team at SkySong... We recruit, hire and train some of the best Social Marketers (SoMars) in America. Then they become embedded with the dealership, get to know the dealership better than many of the onsite employees, and then go to work representing the dealership across over 100 social media sites, networks, communities, etc.

We use Facebook, MySpace, YouTube and monitor 340 social media sites in 15 categories. We use our skills, special applications and our experience to place content in the right places... Not everywhere, but where it will most likely do the dealership some good. Along the way we have learned several interesting principles that would take most dealers years, if ever to learn.

For example, the smaller social networks yield more results when the dealer's content is focused on the topics the smaller networks are created for... As in articles about Ford Mustangs, Videos and hi res Photos placed within the dealer's accounts on Mustang dedicated communities, sites where vehicles like Mustang are investigated and discussed.... Travel articles that feature the vehicles the dealer sells getting posted to travel category social media sites, and so on and so forth.

Is it a lot of work? Heck yes! Does it pay off when done properly? Heck yes!

The interesting part is that several of our early adopters from 2008 have now hired full time Social Marketing Specialists... But, they stick with our services! When I ask them why, they talk about the simple fact that Social Media is delivering such a strong ROI that they will stay on board with us as long as they still get it, even though they hired someone to do it on a full time basis.

It is a lot of work, but there is a certain "sweat equity" aspect to it that is a highly effective supplement to paid media campaigns. I would never tell a dealer to stop paid advertising, but social media marketing makes the store's paid advertising work a lot more effectively, and vice versa.

For over 6 years I have trained dealers to use Google Adwords to manage their own PPC Search Advertising campaigns... But with Social Media, it is a lot more complicated and requires many more hours of time. I sincerely believe the dealers who make effective use of Business Process Outsourcing (BPO) for their Social Media Marketing needs, will get better results per dollar and hour invested.

Comment by Paul Potratz on November 23, 2010 at 12:26pm
Agreed MySpace is a Social Site that has a lot of users however you know as I know dealers are having a difficult time managing even there own dealership website, so my recommendation is to work the dominate one which is Facebook.

Many dealerships are barely even working Facebook to 25% of it's strength and to think about adding another site can be a daunting task or result in poor follow thru on Facebook. Which results in a poor response or no response from Social Marketing which then drives statements that "Social Media will not sell cars or service". We have proven to dealers many times that Social will sell cars.
Comment by Ralph Paglia on November 23, 2010 at 12:06pm
Paul, regardless of how "ghetto" or uncool MySpace may seem to many people, it is still the third most visited Social Network in the USA... Here's the data:

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