Professional Community for Car Dealers, Automotive Marketers and Sales Managers
Everything is well and good for the dealerships that have a full time staff of 5 to keep up their Facebook pages and other Social Media sites. Not to mention a flock of consultants to advise and encourage the staff with engaging graphics, intricate promotions, snappy banter and a never-ending barrage of cute animals pics. It's good work if you can get it. I haven't found many dealers in that particular situation, though.
More than a handful of dealers I know have a sales manager struggling to post status update whenever he can find the time between closing deals, working trades and handling the advertising.
So, you know, never.
If your dealership is in that situation with either no Facebook presence, an all but abandoned Facebook page or a page so pitiful that it should be, what's the easiest, quickest, least time-consuming thing that you can do to make Facebook start paying off for your store?
Take more pictures!
Facebook is designed to share pictures. That's the only reason it exists. Mark Zuckerburg wasn't looking for a way to share co-ed GPA's with the entire Harvard campus when he crashed the schools servers. He was sharing pictures!
And that's what your dealership should be doing.
Share more pictures of your people.
And not just your salespeople. Post pics of the people in the office and the folks and parts and service. And the lot porters. Post pics of everyone.
Everyone's got someone who would be happy to see their picture on the internet - Mom, dad, brother sister, friends, spouse even a crazy aunt that posts on everything and think WTF! means "Well, That's Fantastic!"
My journalism professor in college told me that the first thing people looked at in the newspaper was the headlines, but the second thing was the pictures on the community page. Headlines sold papers off the newsstands, but pictures of people you knew sold subscriptions.
Share more pictures of your customers.
Your customer is never gonna love you more than the moment you hand them the keys to their new ride. Everything is sunshine and infinite possibilities right then and you'll never get a bigger smile out of them.
Sure post pics of them shaking hands with the salespeople, but change it up and keep it fun. Pictures that show the true, real life personality of your employees and your customers is the holy grail of social media.
And Share more pictures of your cars.
I'm not talking about posting your inventory or a link for every unit in stock. I'm talking about taking a photo of interesting trades when they come in. Special shipments as they roll off the truck onto your lot. Most car dealerships are full of people who love cars so take pictures of cars that you love. Odds are the people who like you on Facebook will love them too.
Photos are by a wide margin, the most engaging content on Facebook.
If you've only got time to do ONE THING on Facebook:
Buy a Camera!
Terry Lancaster is the co-founder of Instant Events Automotive Advertising and has spent the last 3 Decades helping dealers get their marketing message out by any means necessary - traditional media, digital media, smoke signals and broadcast telepathy.