Besides Facebook, automotive dealers should be taking into consideration many more variables and social avenues, such as Google+, Pinterest, DrivingPins, Twitter, YouTube, DailyMotion, etc. Whomever does social media (in-house or outsourced) for your car dealership needs to be sharp on all social platform levels, as there is SEO overlap. Whichever group you use, they should have a firm grip on the following. Granted, it’s not always easy to get dealership news, so we resort to what’s available and unfortunately, at times, it can be generic.
Automotive Social Media (Organic) Best Practices:
If there’s a local or community event important to the dealership, focus on it. That’s a major part of the strategy. Dealership don’t need to remind their social followers that they have cars for sale, they already know that. When choosing what to post, realize that you shouldn’t act like a dealership, but still remember that you are a dealership. Don’t be pitchy. Don’t feed into stereotypes. Don’t be too “sales-oriented.” Instead, be brand, community, fun, and familial in orientation.
Truth is, to be successful on social media as a dealership, you have to stop thinking about yourself as a dealership, but instead, think of yourself as a company that helps out the local community. Giving people a social media smorgasbord of posts to review makes you more well-rounded. Like any delectable sampling of food does. Although the death of Facebook organic reach has been confirmed, there are pieces of information that will enable a car dealer to brand itself to the community in popular ways.
(In no particular order):
- Philanthropy and Charitable involvements
- Photos of new customers with their vehicles (Dealerships / Salesmen have to buy into the process.)
- “Caption This” pictures
- Video customer testimonials
- Random pics of humor, quotes, or thought-provoking imagery
- Questions to engage (think Trivial Pursuit, 1st date-style questions, Family Feud, or hypothetical in orientation)
- Automotive Reviews / Ratings from happy customers
- Service Discounts, Coupons – Not ‘sales-related’ content. (No “3.9% on Chevy’s until month’s end”- style posts)
- Upcoming community events (and their involvement in them)
- Nearby school events (and a mention of current employees from there)
- Good staff bios
- Job openings
- Very odd vehicles taken in on trade (a 2006 Chevy Malibu isn’t a worthy vehicle to share on your wall regardless of the “low miles”, but a DeLorean would be).
- Interesting facts based on that date in history
- Service How-To Videos
- Very high profile OEM / Dealership updates that are actually in the news (with your dealership’s response to it)