Social media is a game changer for the auto industry.
Capturing the attention of those looking to buy a car on the lot is no longer enough; big dealerships wants to capture the scattered attention of those cruising the Internet as well.
According to an article by G/O Digital in USA Today, 43 percent of car buyers said they would search for local dealerships on Facebook. That same article reported that 59 percent of car buyers would trust a review from a Facebook friend more than an anonymous review found on other sites, no matter how credible the source.
Naturally, this information is a driving force for the corporate heads at big dealerships.
However, getting potential buyers, car enthusiasts, those loyal to certain makes and models, and everyone in between to engage with car dealerships on various social media platforms is not always easy.
Be More Social
Big dealerships looking to engage more with fans and potential buyers need to spend time crafting their social media pages. That means posts need to offer something to readers/fans.
For instance, someone following a dealership's social media page online should expect to find out about special deals and promotions as well as product updates.
Most of all, remember to always post about new cars that come onto the lot. Promote the benefits of these vehicles so that fans can imagine themselves behind the wheel.
Back-to-school days are the perfect time to usher in new drivers with smaller budgets by posting call-to-action statuses like the article "Five new cars that offer great value” notes.
Facebook is the go-to social media platform for most dealerships as it allows for dialogue to be shared between fans and the professionals at the dealership. It gives fans of the page an ability to ask a question about vehicles, promotions, product releases and recalls, and everything else in between.
Another Facebook-specific benefit is that fans of the page and those browsing can see comments and reviews left by others.
Seeing as most of the likes on a dealership's page come from people who live within 50 miles, these reviews and comments pack a punch with readers that are likely to trust the opinions of their peers.
Get to Tweeting
Twitter is another heavy-hitter in the social media world.
The difference between Facebook and Twitter is that Twitter interactions and posts are meant to be short, to the point, and immediate. Anything posted on a Twitter account isn't going to last long in the Twitter feeds of followers.
It's important for dealerships with Twitter accounts to regularly tweet and interact with followers to keep interest up.
Twitter provides a great way for dealerships to tie in to other marketing initiatives as well. For instance, if a dealership films a new commercial or runs a promotion, tweeting about either of those things will give followers an insider's scoop.
Rev Up Social Media
Whether your dealership already has a social media plan or is greatly in need of a revamp, whatever you do, remember to actively participate on each of your platforms.
Engage with followers (some of which will be prospective buyers while others will be customers already). Let followers know that you care. Answer questions and make suggestions when applicable.
Get Social Media to Work for You
Social media management is a full-time job, so get someone experienced to spearhead your dealership's efforts if you haven't already.
Post pictures, great content, questions and answers, videos, and let people in on hot deals and promotions to really get the social media juices flowing.
Remember that an excellent social media plan should increase the traffic on your website and on the lot.