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2017
MEMBERSHIP
DIRECTORY
143
SOCIAL MEDIA: A KEY DEALERSHIP MARKETING TOOL
Newsflash: A car dealership is not maximizing its
business outreach by merely having a Business
Development Center. As we move further into
the digital age, BDCs can only be truly effective
if partnered with active social media marketing.
Here are some ways to make your social
activity a prime marketing driver for your
dealership:
Brand Personality
Social media is the key to establishing your
personae. For example, your salespeople and
servicepersons are the public faces of your
dealership. Let social followers get to know
them. If they consent to the use of their image,
encourage them to publish charismatic posts,
smiling photos and work anniversaries to shared
social profiles.
Engage Your Community
The more popular your posts are (likes, shares, etc.), the more often friends of your customers will be prompted to
follow you, even if they’re not currently in the vehicle market. A great way to boost your activity is to promote your
community-based events. If you’re celebrating an awareness month, hosting a “kids’ day”with ice cream, having
live entertainment, these events should dominate your social accounts.
Public Responses Pay Off
Consider any digital medium where people
share thoughts about dealerships (review sites,
automotive blogs, etc.) to be part of your online
social strategy. Respond to reviews whether
negative or positive. Even if you can’t turn a public
objector into a fan/customer, other potential
customers will still see those responses and may
like how you handled the situation.