Automotive Digital Marketing

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Your Social Content Should Cause an Audience Reaction to Take Action

Social Media Content Creates Actions

We all love sharing and discovering social content that peeks our interests to our social networks. As we scroll through the Facebook and Twitter newsfeeds, several times a day, our main objective is to uncover something that makes us take action. Whether we “like” it, retweet it, or comment on it, we are always looking for content, if we know it or not, which will make us react.

Ever notice when you feel a connection, an emotion; or gain knowledge about a particular topic, from the content you find on your social networks, you tend to click on the blog link, share the Facebook status, or retweet a follower’s tweet? When you experience these types of reactions from content found on your social networks, usually, you end up taking an action.

Now take what you have learned about what makes you comment, share, retweet, or “like” content on your social networks and apply it to when you are creating content for your social sites. If what you share would not make you click or retweet, then chances are, your followers will not want to share it either.

Facts, stats, history snippets, and quotes tend to do well on social networks due to them being short, to the point, informative, and/or thought provoking. These types of content will make a person react because it has either evoked emotion; taught them something; or made them connect further to their interest.

Example: A person’s interest is Chevrolet cars.

If your business is a Chevrolet dealership and you want to attract those interested in Chevrolet cars and to cause them to react and take action, an example of a good post for your social networks would be a relevant “fact post”:

Fact Post Example:  #FunFact: Chevrolet has manufactured over 200 million trucks and cars since the year 1921.

1921 Chevrolet

The same type of idea applies to other dealerships that sell different brands. Below is an example of a “quote post” for Ford dealerships.

Quote Post Example: “Quality means doing it right when no one is looking” – Henry Ford

Henry Ford Quote

Feel free to add a photo to create a visual connection as well.

These are only examples and your content should always be diverse, so be sure to mix it up! These examples are helpful in jump-starting your content creation for your social networks and in finding out what works.

When sharing social content, similar to the ones above, you will be providing knowledge and evoking emotion, which will cause your audience to react because they have connected with the content. Whether the connection is caused due to having the same interest or thought, if you create the connection, then a reaction will be generated and an action preformed.

Your Social Content Should Cause an Audience Reaction to Take Action, originally seen on Sharocity.

Views: 686

Tags: Social content, creating shareable content, relevant content, social media actions


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Comment by Alexander Lau on April 4, 2014 at 8:30am

Ralph, link please?

Comment by Alexander Lau on April 4, 2014 at 8:10am

Sounds great! I'm looking into it, this has been lacking for some time (users don't want to have to populate all of those "required" fields, and that's probably one of the reasons why social media numbers have been lower than they should be, great info!

Now, this is the kind of conversation I want to have on social media based posts. That was my point.

Comment by Ralph Paglia on April 4, 2014 at 8:04am

The real genius of the FB provided lead generating script for automotive app development is that it self populates any and all relevant fields from the customer's FB profile, making it a lot easier to submit a query (Lead)... You can expect to see similar tools from all the major social networks because their convenience for the consumer makes their user experience within the network all that much more satisfying. Focus on making it easier for people to select and buy a car, and guess what happens? You sell more cars! Convenience and instant gratification can go a long way towards pushing "Price" further down the list of issues the customer has with their car dealer.

I find it amusing when so many people in the car business quip about selling "Value" instead of "Price" because the data is all there right in front of us... Make buying a car easier, more convenient with self populating online forms (one of many examples), and then add a lot more fun into the entire customer experience and we will sell more cars at higher gross margins.  

A dealer client I have been working with for the past 14 months had the best sales month in the store's 50+ year history in March... They sold 436 new and used vehicles at their highest gross PNVR and PUVR in any month since 1986! And their dealership is located in a fairly small metro market with less than 750,000 population for their SMSA, along with one of the lowest per capita annual incomes of any State in the USA.  So, it is not like the economy swept them up in a wave of vehicle purchases... They SOLD every single one of those 436 vehicles... But, their sales team had a lot of fun doing it... and the customers had a lot of fun buying cars there.

Did social media marketing play a role? Absolutely YES... A big role.

Comment by Alexander Lau on April 4, 2014 at 6:55am

Thanks Ralph and that's news to me. I didn't know FB provided an automotive form for dealers. There are plenty of credible form production tools, as you've noted recently, especially JotForm. Integrates nicely with FB, etc. As for guest blogging, I've seen only a few here, that I would consider SPAM, but I'd be careful of sourcing another blog and pasting that content directly as a post here. Googlebot is catching on to that stuff and more than likely penalizing. :-)

Comment by Alexander Lau on April 4, 2014 at 6:53am

The fastest growing social networks?

What social media users are looking for when they follow a brand?

Brand-related actions taken by consumers

Social media usage is multiplatform

Comment by Ralph Paglia on April 3, 2014 at 2:50pm
Alexander - the FB lead form script is supplied by Facebook Automotive to whoever FB deems to be a credible and conscientious supplier, and is most definitely not a third party app...

IN REGARDS TO YOUR QUIP: "Speaking of quality, ADM had better be careful, in terms of whom they let post and what links exist within those posts." --- I could not AGREE WITH YOU ANY MORE WHOLEHEARTEDLY! Your guidance is duly noted and appreciated... For real. This is an actual "community" and all members have a vested stake in making it as productive and useful as possible. I appreciate your comments and contributions, and the passionate exchanges that many of your comments generate.

Comment by Amanda Ryan on April 3, 2014 at 10:47am

This is an opinion post to help dealers with their thought process and where to get started. How you would write an article or what types of information should be in one, does not constitute it as right or wrong, just different. If you don't find this article helpful, that's fine, but some dealers do need some assistance in jump-starting their social sites, hence the purpose of this article. 

Comment by Alexander Lau on April 3, 2014 at 10:43am

I'm not against quality content. You've failed to provide actionable recommendations, which questions the value of the post.

Where and how do you get it?

What type of content converts best, both on-network and off-network (dealer sites)?

Which benchmark aim?

What tools do I use to measure its effectiveness?

Does this align with my overall digital marketing strategy?


These are the things that help dealers, otherwise, this is just an advertisement.

Comment by Amanda Ryan on April 3, 2014 at 10:31am

It's interesting you feel that way for quality content doesn't mean that everyone has to agree with it, which you've stated several times, you don't necessarily see the point of this article. However, you reacted and then took action by commenting or how you stated it, "stirred the pot". Spammy/Troll comments should be looked at as well.

Comment by Alexander Lau on April 3, 2014 at 10:28am

Yes you did, but that was because I stirred the pot, which seems to promote most blog posts in these waters.

Speaking of quality, ADM had better be careful, in terms of whom they let post and what links exist within those posts.

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