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Week At IM@CS: Chats With The Industry

We typically address vendors here for best practices and today will be a little different. When trying to tackle social media, especially as a support for specific marketing online, it is important to be equipped. Some of the most frequent questions heard relate to getting started and how to be effective.

1. Where?
Twitter, Facebook, Plaxo, LinkedIn, CarFolks, Google, Yelp, DealerRater, MyDealerReport for starters

2. Why?
People go there, trust them, read them, listen to them more than they do with you, period.

3. How?
Register, watch others, prepare and create a plan. Don't just set up a Facebook page and leave it. Support it with content, staff and purpose. There are now tools to measure your impact, for example on Twitter:
http://www.webanalyticsdemystified.com/twitter
http://twitter.grader.com/

4. When?
Now, or as soon as you decide that your brand awareness and people connecting with you are important.

5. Remember
Nothing, not even the best process, is a silver bullet. If you're planning on inviting more people to come to you, give them a reason. Not a price, not a car, not a showroom, not espresso. Give them a reason that the rest of the 'things' absolutely support.

Nothing can build or kill your business like reputation. What are you doing to ensure that the good outweighs the bad, no matter how accurate? Almost every resource listed above is free, but worth money. You've been spending $3,000-$50,000 per month to get one, two, three customers at a time (at a ridiculously low ROI). Why not spend $0-$3,000 a month using those tools to make sure every customer has a reason to use you, can find you, can read what others say about you and stay connected with you, something they never did with your $20,000 ad that used to run every Saturday.

Stay in front, it's more important than ever today. Stay relevant, your future depends on it. Stay tuned, that way your customers can.

Best practices: Professional Insight, Powerful Results

Views: 30

Tags: best, car, carfolks, consulting, dealerrater, dealership, facebook, free, google, im@cs, More…linkedin, marketing, mydealerreport, online, practices, reputation, sales, sem, seo, twitter, vendors, yelp

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Comment by Gary May on February 2, 2009 at 7:11pm
Matt, the irony is that the cartoon should have taken place in a dealership with a whole bunch of staff staring at one computer screen. Yes, it totally fits.

If they want to be, dealers are still in control. When they give up the control, that's when the problems arise. When we keep our eyes on the ball, everyone wins.

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