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It's easy to fall into the "post it now" trap when dealing with customer photos and Facebook. We get a smiling, happy face, and we want the world to see that - but we often forget that those posts can start to pile up if done too frequently.

The end result? Happy pictures turn into unwanted spam. Even worse, they're Photo Bombing on Facebook feeds of potential customers. Nobody wants that - not you, not the customer, and certainly not the happy faces in the pictures!

An Album Goes a Long Way

This is where Facebook Albums come into play. Once relegated to family weddings and vacation selfies, the humble album can now act as a capable tool for feedback photos. A happy customer standing in front of a new car is fantastic, 12 of them is even better - but using albums allows you to have them all in one place.

The great part about using albums in this way is that you can do it according to the number of pictures you take. Most cases would only need one album per month; take for example the image above - happy new owners all get their own album, every month. Other albums can be made for events, or for continuing themes you might have (employee silliness, or service department "wow" work). You can post these albums with fun, informative text, in the first week of the month and simply add to them over time.

Come the following month, it's time for new albums. If you suddenly find yourself moving huge amounts of cars (congratulations, you rock!), and taking dozens of customer photos on a weekly basis, then you could post albums weekly instead of monthly. Either way, you're not flooding Facebook feeds with single photos - and that's the goal.

A Single Photo Leaves Nothing for Curiosity

When you see a single photo posted to someone's feed, you might give it a glance, but that's the end of it - there isn't anything else to do, so you move on. Right? Your customers are no different! An album, on the other hand, tends to rouse curiosity, and fairly universally, at that. Is there anyone I know in there? What kind of cars are they selling there? Are there any cute girls? Motivation aside, people will click an album just to satisify their curiosity.

And if they're clicking through your albums, they're engaging. They aren't unfollowing or tuning you out, they'reinterested. When the time comes to buy that new car, they may just want to be included in those albums - becoming one of the smiling, happy faces a whole new round of customers to envy.

Views: 335

Tags: Albums, Car, Facebook, New, Photos, Spam

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Comment by Alexander Lau on March 20, 2014 at 10:38am

Again, just a good old fashioned bribe always converts on the other end. 

Comment by Alexander Lau on February 28, 2014 at 1:17pm

For specific events, I think albums are AWESOME! Like...

Comment by Alexander Lau on February 24, 2014 at 12:04pm

So does blatant bribery! ;-)

Comment by Alexander Lau on February 24, 2014 at 5:58am

In my data set, the majority of the posts that engage and convert are single posts (I didn't break those down, sorry). Obviously, I am not a fan of giant photo galleries, especially with specials or contest calls-to-action that lend to producing leads and conversions (can be defined a number of ways, frankly). I'm not even worried about 'Reach' or 'Likes' in a lot of cases, especially when I post something that captures a user's credentials through a 3rd party collection mechanism (form and / or app) = market, re-market, etc., etc.

It's fine if you're only after engagement stats, but what do they mean from a business intelligence standpoint? :-)

http://penguins.baierlbonus.com

Comment by Erika Kay Simms on February 23, 2014 at 6:08am

Touche Manny, as much as I love cats and Kittens (I have one of my own) 90% of the time they don't have a place being posted by Dealers. Unless like you pointed out, they can be tied into the brand or the store. The store mascot or the dealership is doing a SPCA drive. If you can use animals in your posts and make it relevant to your store you will get better quality then quantity engagement. 

Subaru has done a great job of being a Dog friendly brand. 

Comment by Chris Spensley on February 21, 2014 at 5:45pm
Excellent points!
Comment by Erika Kay Simms on February 21, 2014 at 2:39pm

As these comments have raised a deal of points about posting strategies. The main point behind this post was to help dealers who want to post "Happy Customer" photos can do it without overwhelming their timeline and killing their potential reach and engagement.  

Comment by Arlene Peña on February 21, 2014 at 2:09pm

Well in the aspect of social signals, I completely agree. However, from your dashboard I do not see support for your position on single photos being more powerful than album photos. How do single photos offer more social signals than album photos. Albums still show up on your newsfeed, people can still like comment and share, as a matter of fact, you see fans liking commenting and sharing the entire album on occasions because they don't know any better. So you are not only getting traction on the single photos IN the album but also the album as a whole.  Just saying! :)

Comment by Alexander Lau on February 21, 2014 at 2:00pm

Please, Arlene you're going to have to try harder than posting Facebook data. LOL! And yes, that is absolutely Joe Webb's and you will find that I have cited him many times in the past, just by looking at my posts. Regardless, that is SOLID data and my creedo.

Comment by Alexander Lau on February 21, 2014 at 1:57pm

@Cecil, I suppose I could take our client's social signal and conversion data and compare it against benchmark data for Top 100 automotive retailers in the USA and try and make sense of it. 

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