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Five things social media can't do for your dealership...
So I'm reading Econsultancy this morning, with Ralph's post, "What are the Five Biggest Lies about Automotive Social Media Marke... still fresh in my mind. With the ongoing buzz on Social Media, A post from Patricio Robles struck a chord with me. So, much as Ralph was inspired, so was I.
I'm not a Social Media naysayer at all, but I do feel that some dealers have unrealistic expectations for Social Media. So my advice, for what it's worth, is pursue Social Media, but keep your expectations in line. With the proper expectations you'll also be able to budget the appropriate amount of time (and money) to your efforts.
Long gone are the days when being on Facebook or Twitter meant you were ahead of the curve. Today, 'everybody' is on social media, meaning your social media presence is only as cool as you are.
The feedback you receive from social media can in some cases help you improve your product and service offerings, but social media in and of itself won't turn crud into quality. That, at the end of the day, is always going to be your job.
Having a presence on Facebook or Twitter can enable you to respond more quickly and effectively to criticism, but being active in social media will not enable you to eliminate all criticism.
In some cases, the responses you give to criticism leveled at you via social media can only make things worse.
Signing up for popular social networks may not cost you a cent, but that doesn't mean that social media is 'free'. Building, growing and maintaining a social media presence always requires an investment in time, and for every business, time is money.
For many companies, social media has become an important customer service tool. But don't be confused: great customer service is provided by people, not tools.
If your customer service staff isn't capable of helping customers with their problems regardless of the channel, a Twitter account won't change that.
Social Media will not sell you any cars. Salespeople sell cars. That said, Social Media can absolutely help you keep in touch with your current customers. It can help keep your dealership "Top of Mind" when they are ready to make their next purchase or service appointment. It can also help you garner the occasional referral. It won't sell the car for you, but you might get the occasional "up".
Inspired by and sourced from an article by Patricio Robels, originally published at http://econsultancy.com/us/blog/7804-five-things-social-media-can-t-do