Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
We all hear about social media engagement. We've been told to share interesting links, ask people questions, and try to encourage people to talk to us and our brands. It amazes me that I see people on social media sites, particularly Facebook, do a poor job of posting content while mastering the art of running their own Facebook profile.
The difference that you'll see is that we often forget how visual the social media world is. It's about the pictures, period. Sure, videos, stories, and random thoughts have their place but it's through pictures that the majority of engagement occurs.
Look at your own Facebook stream, your personal one. If you are posting pictures, you'll see that those posts have a lot more likes and comments than anything without images. You could post a story that goes deep into the reasons why you believe the government is run by aliens with logical proof and hundreds of references and you would get less interaction than if you posted a picture of President Obama talking to ET.
You shouldn't be thinking about what to post on social media while you're at your desk. You should be doing it from the field, from the showroom floor, walking through the lot, in the service bay, and as you're roaming around town. Your smartphone or (gulp) digital camera should be at the ready at all times (except when driving, of course). You should be snapping off pictures of customers, future customers, employees, cars coming off the truck, trades that just came in, that crazy lady walking 7 dogs down the block from you every morning, the funny graffiti that you pass every day under the bridge, the owner's cute 3-year-old grandson, the amazing cappuccino machine you bought for the service department that lets you pick out different flavors and styles, the massage chair on the showroom floor for people while they wait for finance, the teenager sitting in the GT-R in the showroom wishing to someday actually drive it, the amazing clouds over the dealership that look like Abe Lincoln...
You get the point.
Social media is a visual experience above all else. Use that to your advantage when posting to your dealership's Facebook page.