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To Whoever is Calling this "Social" Media, Please Stop. You're Embarrassing Us All.

It's easy for us to take the high road and call it abysmal to utilize the strategy demonstrated below. We would never do it to two dealers, let alone dozens. We also understand the need to make a solution scalable for the sake of profits as we have worked for companies that need to scale to serve hundreds or thousands of dealers. With that said, it is still atrocious and should stop immediately. This gives quality automotive social media marketing companies a bad name when they pull this sort of stuff.

When Brian West from @FusionZONE Automotive, Inc. showed this to me today, I begged him to let me expose it. He cordially allowed me and now I can't really say much about it without spewing more vitriol than I'm used to spewing.

The justification that I've heard for this type of activity is that nobody will like more than one dealership on Facebook. This is a naive statement, especially considering the rise of the pay-to-play social media model, the fact that they're posted at the same time, and sheer silliness of the question itself. Some of the stores for which the question was posted were in south Florida on a day when it was 75 degrees.

Social media is about creating a channel of communication between the dealership and local people. It's about posting relevant messages and exposing those messages to potential customers. It's about participating in the community that is comprised of the very people who can and should be buying cars. To auto-post using an automated, push-button strategy is absolutely worthless.

Here's the post itself. Looking at the dozens of dealers that posted this content led me to realize that this wasn't a mistake. It wasn't a one-off instance. Every piece of content is posted across the board.

This infuriates me. It isn't just lazy and ridiculous. It's sad that dealers are actually paying for this to happen. It doesn't have to be this way.

Views: 1336

Tags: duplicate, laziness, social, social media

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Comment by Daniel J Little Jr on February 25, 2014 at 4:47pm

It is amazing what these companies try to get away with. 1 posting a week and we pay for that.

Comment by Alexander Lau on February 18, 2014 at 12:54pm

Pfftttttt, LMFAO! That just never gets old. hahah

Comment by Ralph Paglia on February 18, 2014 at 12:28am

Thanks @MicahBirkholz - At the time I knew we were paving new roads, but when I see what other providers are delivering today, I realize that what our team delivered out of SkySon was not only industry leading at the time, it would be even more valuable to dealers today!  The fact that ADP Human Resources saw the need to constrain our growth to our ability to hire and train enough SoMars was visionary on their part and reflects a lot on what the article above seems to lament.

Comment by Alexander Lau on February 17, 2014 at 6:34am

HA HA HA! @Manny! LMAO!

Comment by jaime Block on February 15, 2014 at 3:20pm

wow. That's unbelievable.  and really sad at the same time.

Comment by Alexander Lau on February 14, 2014 at 8:30am

@Brian. How can you not love Manny? I mean really... ;-)

Comment by Kevin Dolan on February 14, 2014 at 8:27am

Great post!  I love how social strategy is now built around - "How can we make this as easy as possible to do at scale?".  Glad to see this type of approach being called out- nice job. 

Comment by Alexander Lau on February 14, 2014 at 6:29am

I'm a member of both ADM and DE. I see duplicate blog post content being posted galore, but I don't think that necessarily hurts one's cause, especially if that content has already been indexed at the source / money site. 

HOWEVER, BEWARE GUEST BLOGGERS! Google is tightening up on it.

http://www.mattcutts.com/blog/guest-blogging

The decay and fall of guest blogging for SEO

Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.

Comment by J.D. Rucker on February 13, 2014 at 5:05pm

Manny, Mark, Arnold, Glenn, Louie, Alex, Ralph, Criss, and Ryan, thanks for the comments!

Aaron, I once felt exactly like you and actually wrote about it here. Then, Ralph brought something to my attention that startled me. Using the example of ADM and DealerElite, he explained that when they cross-referenced their databases, they found that an overwhelming number of users were unique to one network or the other. While many of us (you and I included) participate in multiple networks and see the same content syndicated across them, the vast majority of members of ADM are not members of DE and visa versa. It bugged me to learn that because I used to only post unique content on one network and different content on the other network thinking that both would reach the same audience, but Ralph proved me completely wrong.

Comment by Aaron Wirtz on February 13, 2014 at 4:05pm

@Ryan--Ha! I didn't do so well in algebra so I'll have to take your word for it. While I definitely wouldn't go so far as to put the two on equal footing, as a content consumer I get tired of receiving email notifications from different platforms about essentially the same thing. Normally I just ignore it, but when this recycled content works so hard to hammer home the idea that people need to create fresh, unique content, I can't help but take exception. 

Again, I'm not saying they're the same, but I see more similarities than differences--Low on uniqueness, high on duplication.

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