Automotive Marketing Professional Community for Car Dealers and their Managers
Question to the forum for advice. Looking at the social spectrum and I see the claims of companies such as Social Ups that have increased FB likes for some dealers to over 120k. That looks impressive, on paper.
The marketing pitch for most of these social fan drive companies is FB w/o fans is like the newspaper no-one reads.
But what if the only way to advertise in the newspaper is to advertise in a paper that is only read 750 miles away? Sure it gets lots of eyes, however it is not too effective for a local market, is it?
Makes me think - The majority of this type of FB strategy is massive gain in national or even global fans - no real concentrated focus on local. Sure, most tie in the need to be present at the dealership for a prize or drawing, but how effective is that really in the big picture of building dealership identity within the local community? Is this a quantity vs quality approach?
I'm not an expert, and don't claim to be, I just do not see the value in getting every joe schmoe to like your page no matter the relevance to what you can offer them or vise-versa.I should earn your like because you like my dealership or product, not because you want to goof off during work hours playing a video game. Not sure how I feel on the "like us, enter a giveaway" or "like us to get the hidden coupon" either. I will concede that both methods can and have worked, just not 100% that it is the best method to get real, genuine fans.
My FB strategy = make it Relevant (up to date), make it Entertaining (fun, engaging), make it Alert (listen to what is said or not said), but most importantly, make it Local (the focus should be local quality, not national quantity) or as I call it : R.E.A.L.
Does anyone have a different view or advice to my approach? Is the Social Ups method truly a good one? Do we need to entice customers to "like" us with giveaways or hidden offers?