While it’s important that your dealership is sharing relevant and interesting content with your fans and followers, it’s also necessary to get out there and socialize. Good communication with your community is incredibly important, as those interactions play a pivotal role in helping your dealership to reach its business goals.
In fact, the more you interact the more likely you are to achieve more sales or service leads, and ultimately, more revenue. Here are a few tips on how to really get social on social media.
Everything you post and share says something about your dealership’s brand. With that in mind, you’ll want to carefully review articles, blogs or videos before you share it online. That doesn’t mean, however, that you can’t share interesting content from others. Sure, you want to link your latest blog post on Facebook and Twitter, but you can also publish other blogs and articles that you think your audience will find interesting. Doing so can even help your dealership build relationships with local newspapers, bloggers and writers.
Your community can be a wonderful source of information – and a quick way to conduct a survey of your target audience. Whether you’re thinking of renovating your service department or trying to decide which advertisement to publish on the local paper, it’s a good idea to ask your Facebook fans and Twitter followers first. Not only will you get some great insight and feedback, your community will be thrilled that you value their opinion.
Take an active role in your social media presence by quickly responding to questions and comments on Facebook and Twitter. Social media is in real time, so ideally, when a customer asks a question via social media, they’ll receive a response from your dealership within the hour. In addition, your answers should read like they come from a real human – not a script. Don’t let the fear of making a mistake prevent you from letting your dealership’s personality shine. Plus, you never know when a customers’ comment could provide some inspiration for a future blog post!
Set up Google Alerts, and monitor Social Mention and the Twitter search feed. Check out what people are saying about your dealership online, and don’t be afraid to jump into the conversation yourself, as long as you can add value. The same goes for monitoring what consumers are saying about your competitors, your industry, and your OEM. Get involved in auto industry groups, start discussions and share information. Track and monitor mentions sentiment over time to see how your participation in online conversations improves your brand image.
Ditch the Pitch
Your dealership’s Facebook and Twitter accounts are great places to interact with customers, share your latest blog posts, photos and videos, and publish relevant articles. They are not places that you should practice the hard sell sales pitch. In fact, that’s a quick way to turn off many of your fans and followers. Ditch the sales pitch and instead focus on making worthwhile contributions to your online community. The goal is to be interesting, valuable and helpful. Brand awareness, leads and sales will follow.
How does your dealership interact with your fans and followers on social channels? Share your tips in the comments!