Despite all of the potential benefits of social media, companies are still divided on whether or not to commit to building an online community of fans and followers. While some organizations worry about security or a drop in employee productivity, others are concerned about the potential of negative reviews. Our advice? Stop worrying! When managed effectively, social media makes it possible for organizations and their customers to collaborate. That sense of community can actually increase productivity and (drum roll please) help to neutralize negative reviews. Don’t be afraid, be awesome – here are 4 tips to help make your dealership more social online.
That doesn’t mean that you should be on every social network. (We wrote about how to choose the social networks that are best for your dealership in a different blog post.) Instead, your dealership should focus on effectively engaging customers on select social media channels. Start conversations by asking questions and sharing interesting photos and videos with your community.
Be Aware of What’s Happening Offline
Your dealership’s Twitter account or Facebook page is an extension of your dealership itself. That means it’s still ultimately what you do offline that counts. You’ll be a lot more successful in your online communities of you fully commit to providing an exceptional customer experience every time someone walks into your dealership. Word of mouth travels fast – especially online.
If you’re going to provide an awesome experience for every customer who visits your dealership, you’re going to need to hire, and empower awesome employees. The way your employees interact with your customers has the potential to make someone love or hate your brand. That’s a big responsibility. Let your employees know how much they matter. Empower them to consistently deliver exceptional customer experiences – both on and offline.
Ultimately, in order to succeed at social media, you need to be yourself. Social networks are the perfect place to really let the personality of your dealership shine. Of course, if you make a mistake, apologize and let the customer know what’s being done to correct the issue. The more straightforward you are in handling customer questions or comments, the more your customers will trust you. And that trust is what customer loyalty is built on.
Is your dealership using social media? What made you decide it was time to build your social presence? Share your story in the comments.