Automotive Marketing Professional Community for Car Dealers and their Managers
If your dealership is solely focused on looking at how many Facebook page likes it has, then you are looking at the wrong numbers. If you have twenty one, one hundred, or one thousand, it just does not matter. This may be shocking to some, but the truth is, it should not be about the amount of page likes you receive, but about the quality of page likes you acquire.
Every Facebook Page has a section, located on the left-hand side, where page likes are shown. Once you click on the small arrow in this section, you will discover the numbers you should be focusing on and what your dealerships priority should be: The Facebook, “Talking About This” section, also known as PTAT.
Facebook Talking About This Section (PTAT):
Most dealership Facebook pages do not have these types of numbers, but they are attainable. Your “Talking About This” number should be high. This is what matters. The people on your Facebook page need to be engaging in order to receive numbers similar to the example above. Your Facebook page may not have over 2000 page likes, but whatever the number is, your “Talking About This” should higher then, for example, 20 “Talking About This” on a page that has 900 page likes.
Why is Facebook “Talking About This” Important?
Facebook “Talking About This” metric goes beyond the Facebook “like”. It tells you when people interact with pages in ways that generate stories, which allow pages to reach an audience beyond their existing fan base by appearing in the Facebook Newsfeed.
Dealerships try hard to increase their Facebook page “likes” that they end up missing the point of a Facebook page. The sole purpose of your Facebook page is to target and attract potential and existing customers and to engage with them. If you are only looking at growing the “likes” of your page then you are most likely attracting the wrong people.
Facebook “Talking About This” informs you of how well your page is performing by the amount of engagement it is receiving. It is an important metric that lets you know if you are posting the right type of content and if you are peeking the interest of you audience. If it is low, then your audience is not interested in what you are posting.
When people do the following, your Facebook “Talking About This” will be effected:
How to Increase Your Facebook “Talking About This”
Use Facebook Ads properly – Your Facebook Page needs to be targeting people who are local to where your dealership is located and people who are interested in your brand.
Create and post quality content – Create videos, images and blog posts that focus on the people you are targeting and that will engage them. If you are targeting people who love Hyundai because you are a Hyundai dealership then post quality content about Hyundai vehicles. If your dealership is located in Los Angeles, California, then you should be posting content of your local area to attract the locals.
Make every piece of content you post social - It should never look like you are trying to sell something. People who like your page already know you sell cars. Every post you put onto your Facebook page should be socially written and inviting, including the VDP’s you share to your page.
Example of what NOT to do: “Hey, we’re selling 2015 Hyundai’s fast! Come by and see us today!”
Example of what to do: “Make every drive a memorable one for the entire family… (2015 Hyundai Genesis)”
Your posts should be inviting and entice an emotion in the people viewing them to increase engagement.
Observe how every post is performing – Watch how many likes, shares, and comments each post receives to determine which types of content performs the best. Then adjust your strategy to include more of the content that produces the best engagement.
Respond to every comment - Never leave a comment on your page without a response. Of course, if it is SPAM, inappropriate, or the comment has nothing to do with your page, then you can “hide” or delete it on Facebook. However, every genuine comment should receive a response in order to keep the conversation going and to show that you are an interactive dealership.
Your dealerships Facebook page is a way for your customers to get to know what your dealership is like, even before they walk through your dealership doors. If you are pushy with sales and unresponsive on your Facebook page, people will not want to engage or go to your dealership to buy their next vehicle.
Your Facebook page “Talking About This” determines whether or not you are engaging people. If you are not, then you are not engaging with your customers. Use these tips to make your customers feel like they are a part of your dealership online and they will want to be a part of it offline too.