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SOCIAL MEDIA DO’S AND DON’TS FOR DEALERS
If your dealership already has a presence on platforms like Facebook, Twitter or Instagram, you probably know
what a great shot in the arm they can be for your business. Here are the top ways you can use social media to
boost business, along with some tips for avoiding common misuses:
1: Post a steady flow of pictures and videos that showcase your vehicles
.
Not every business has the
same opportunity to frequently feature bright, colorful visuals online. Take advantage of this. Even videos shot
with smartphones go a long way. Think of them as virtual walkthroughs of your dealership, enticing social
viewers to come for a visit.
2: Don’t leave basic information out of your dealership’s social profiles.
(Address, phone number, hours
of operation, customer service email address—even driving directions to your store.) Also, feature a prominent
link to your dealership’s website, where all this info should be contained as well.
3: If you run promotions or specials, announce those discounts regularly on social media.
Consumers
naturally react stronger when they have a chance to save money. Although, be wary not to inundate your social
followers with constant advertisements, particularly when there’s no special offer. The last thing you want is for
people to unfollow you because they feel bombarded. Posting photos, updates, and info about special events is
a nonaggressive form of advertising, and a good fit for social media.
4: Publically engage customers and address criticisms.
Designate a knowledgeable employee with
strong social media skills to be your administrator here. Quick answers to questions and a helpful approach to
objections can shine a positive public light on your dealership.
5: If you’re going to have social
channels, don’t let them become
dormant.
It may be easy to let weeks
go by without checking your
accounts, but this sacrifices
valuable time in customers’
newsfeeds. It also makes your
business look unorganized.
Thankfully, some platforms
allow you to strategically time
posts and updates, so several
can be “backloaded”in.
Information provided Courtesy of
Dealertrack Technologies
516.547.2242;
www.dealertrack.com