Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!
8 simple rules for navigating social media

Knowing how to navigate social media is similar to navigating your neighborhood streets. Just as you wouldn’t slam on the gas between two stop signs a hundred yards apart, you should be conscientious of the acceptable behaviors and expectations of participating in social media. Here are 8 simple rules for engagement in social media.

1. Social media is meant to be FUN! Inject some personality into your postings, be friendly and be entertaining. But remember to keep it clean!

2. Don’t push…Pull. Ask questions....don’t sell. Especially not right off the bat. Listen and learn from your audience. Build a rapport. Eventually you should be able squeeze some sales messages in without backlash. Promote your dealership in a non-intrusive way.

3. Be authentic. Be you. Be honest about who you are and what your intentions are.

4. Give up control! Let your followers and fans speak and share their experiences. Don’t restrict who can and can’t leave comments. When someone does share, be sure to respect his or her opinions.

5. Be realistic. Don’t expect immediate results. You can spend a half an hour a day on social media but understand that it will likely yield a very unsuccessful result. The more time and effort your dealership is able to dedicate, the better the engagement. Additionally, social media is aimed at building deep, meaningful relationships. And we all know that those don’t happen overnight. It’s been said that social media will never close a deal, but it can certainly create a buzz about your product. The deal must be closed once the prospect enters your dealership.

6. Address any concerns or negative feedback immediately. “When you respond quickly to a customer concern or complaint it lets the customer know what to expect when they do business with you,” according to Lori Vajda Social Media Coordinator for AutoNation. Not only is the timeliness of response important, but also the manner in which you respond. If someone posts a comment on Twitter, respond on Twitter. This ensures that the same people who saw the initial comment will also see your response.

7. Frequently update your profile with meaningful, relevant and timely information. A stagnant profile will scare off customers and prospects alike quicker than a salesperson in a vintage polyester suit.

8. Measure. Just as with other marketing efforts, don’t forget to track your progress. This can be done easily by tracking the number of fans you obtain, the number of Twitter followers, the number of times a tweet is retweeted, the number of blog subscribers or the number of video views. This information can usually be easily obtained. You can also use Google Analytics, a free tool used to track website and blog traffic (provided you don’t have something similar in place and/or you have someone who can set it up for you).

Though we’ve outlined the etiquette of social media above, if you need to remember just one rule-of-thumb in social media it’s that you should be yourself.

~ Missy Jensen, Social Media Manager at DMEautomotive.

Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!

Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.

Missy attended St. Lawrence University where she graduated Magna C** Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at

LinkedIn Profile:

Original blog post is located at

Views: 72

Tags: automotive, for, industry, media, rules, social


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Rob Fontano on February 8, 2010 at 7:47am
The most important thing is to be accepted into the community. The best way that I have found is to allow your personality to come through and to participate in some of the discussions going on. (not Mafia Wars!) Don’t be a one man band. You will be largely ignored. You will find that people like it when a local business takes an interest in them and their activities.

Help promote charities and special events whenever possible. Once you are part of the social community, you will find that others will want to help you as well and show an interest in what your business is doing.

We have created a facebook Marketing Network group for our Geo area where businesses help each other promote events. I think the reason that it is working is because we are promoting each other and not ourselves. It is pretty cool when a local art studio talks about your dealership on their own page to their own friends and when a car dealership talks about the awesome food served at a local restaurant.

Comment by Ling Valentine on February 8, 2010 at 1:00am
Well, this is good factual advice, but I am sick of just seeing car dealers (in the UK) simply thinking they should blast out the same old, same old advertising.

It is like these people have no idea whatsoever about just "talking" and engaging people, these dealers simply are stuck in a mindset of mass advertising. As Missy says, social media is one to one and personal.

These old school dealers stand no chance. This has been seen in the latest debacle with Toyota. Customers should have been engaged personally with the truth, not blanket-wide with denials and waffle. The dealers do not save time doing this, they just force people to pick up the phone (a far more time consuming alternative).

Also, most dealers do not trust staff to "chat", they are so worried about their corporate image and all that rubbish. You only have to look at the 5,000 word legal disclaimers on emails... how on earth will they translate THOSE to Twitter?

Junk all the legalistic bullshit and just get TALKING to people, as you would in a bar, a pub, or over lunch.

It's like pushing water uphill, this...


Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

1. BDC or Virtual BDC

Posted by Peter Stratton on February 26, 2020

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service