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I love social media and not just because that’s a big part of how I make my living.
I spend a LOT of time on social media, specifically Facebook. So much so that I have grown to almost ignore the other platforms. I have even found myself steering clients toward focusing strictly on Facebook because it is clearly the best channel to drive results for my dealerships.
The thing I love about our company is we are never sitting still.
We are constantly looking for that next big thing for our clients. I’m thinking the next big thing for our dealerships was created a decade ago. That’s right, Twitter. Twitter is coming up on it’s 10th birthday on March 21st. It has been around for 10 years and people still don’t completely understand it. I know I haven’t. Many people created a profile, hung out for a few days, didn’t get it and have moved on. (or back to the comfort of Facebook) That’s a problem, especially for a business. The expectation is, if you created a profile you are going to manage it. I was in a Facebook group this weekend talking about local breweries when I stumbled across this thread below.
This guy had an issue with a beer he bought.
He jumped on Twitter and found the brewery had an account so he tweeted his issue to them. The brewery, like a lot of us, doesn’t manage their Twitter account. He got no response. He took it personally. He is now on Facebook sharing his bad experience and the brewery has no idea they did anything wrong. The customer’s expectation was that they have an account and would take the time to respond. It really opened my eyes. Use it or lose it. I see dealerships being told by other vendors in our space to create as many profiles as possible on social media sites. That’s CRAZY!! Create the ones you are going to manage, kill off the ones you aren’t. The example above is exactly why. Think of how that conversation would have gone if the customer went to express his concern on Twitter and they didn’t have an account. He probably would have had a personal opinion about that, but he wouldn’t likely be griping about them on Facebook this weekend.
I see a lot of dealerships with abandoned profiles, even on Facebook.
You can’t get away from social media. Have a plan. If you have profiles that don’t fit into that plan, kill them. They always say be where your customers are, and I agree but being requires participation. If you can’t participate you have a few options. You could come up with a plan to manage and monitor in house. You could hire and dedicate an employee to manage it for you. You could hire a company like mine to handle it for you. Just remember what the upset customer said “running an active social media account and having an online presence is a major part of running a business”. It is no longer enough to just have a profile.