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Marketing Benefits of Reaching out to your Community.

My colleague wrote a fabulous blog post last week about community outreach, and it is really making me think about how I approach social media marketing.

It's a common idea in social media marketing in general to be sure to comment about and promote others more than you promote yourself. This idea while fabulous is not always easy to implement, especially in the car selling business. It's a fantastic start to post useful content through your Facebook, Twitter, and LinkedIn pages but unless you go out there and join the conversation in forums and on other groups pages your not going to reach new potential clients. By reaching out you are going to gain valuable insights to the customer's perspective allowing you to address issues you could improve upon. Not only do you have to get out there and reply to others posts providing helpful feedback, you have to do it without putting the Sell in there.

This process is a long term strategy. It most likely won't send a buyer to your showroom that day, but over time the impression you leave will be of quality, trust, and helpfulness which will push a customer your direction when they are ready to feel safe in making the big money purchase of a new or used car. They will also feel confident that you know what you are talking about and won't lead them astray when they come to your showroom.

I urge you to read the post by Mitch Lipon, he makes an excellent case for getting involved with your community, joining the discussion, being helpful, charitable, and present. I think this strategy if applied across the board in all marketing endeavors can change the face of a dealership giving them a long term boost and a safer position in the community when bad times do occur. But it has to be sincere with real care for your local and online communities.

What forums have you been a trusted resource on lately? How much time did you spend listening (reading), and how much time did you spend talking (writing)?

Views: 59

Tags: Social, community, dealership, engagement, marketing, media, outreach, social


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Comment by Katie Urbain on July 1, 2010 at 5:14am
Hi Ralph.
No worries, really! I did notice that you always give credit, that is why we assumed it was a mistake. So really, don't sweat it.

Also, I am glad to learn about your feeding ADM stuff to Social Media Today, I was thinking of doing that myself and while we have multiple authors at Xspond, I'd have to be careful about that as well. Good to know information. I hope Social Media Today can fix it so that they pull the author acknowledgment along with the feed to make it easier for all the company blogs with multiple authors.

Have fabulous 4th of July Ralph!
Comment by Ralph Paglia on June 30, 2010 at 6:38pm
IN RESPONSE TO A SYNDICATED POST OF THIS BLOG FROM AN ADM RSS FEED TO ANOTHER SITE that was incorrectly published with Ralph Paglia listed as the writer:


That was NOT DONE INTENTIONALLY!!! I was trying to set up my account to pull in blog feeds via RSS from ADM and the first blog that came through was the most current one on ADM at that moment in time, which happened to be yours... The status the site gave me was that each blog would have to be moderated by the site's administrators, so I did not think much about it until I saw tweets referencing this post today, and clicked on the link to see what I had posted... I kept looking at the blog posted and thinking "I know I did not write this, how did it get here?" and then I realized that as the RSS feed comes in the moderators approve some, but not all...

Obviously, I must figure out how to edit the post and insert some sort of statement acknowledging that Katie Urbain wrote it, and that the person mentioned as being my co-worker is NOT one of my "colleagues".

I sincerely apologize and hope you understand that I was very disturbed by the post when I kept looking and looking for your name and not finding it... If you look at a lot of my posts on ADM, you will see that I ALWAYS acknowledge content written by others with source credits. Many times in multiple locations, or at the top and bottom of content posted...

Heck, when I read something that inspires me to write my own version, I ALWAYS insert something lie "Original Concept Source", "Inspired by", "SOURCE:" or "Based on an article by..." and so on...

I am VERY, VERY sorry and apologize sincerely for my mistake in trying to syndicate content from ADM without taking better precautions!


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