If we can agree that great social media websites provide value for their members, how can car dealers provide value, on a consistent basis, on their social media websites like Facebook, Twitter and Ning. I am coming to the conclusion that it is a joint partnership between the dealership and an outside content management consulting service.
If you have ever read an OEM press release, it is NOT written for the average consumer. If a dealer automatically inserts posts from the manufacturer’s RSS feed on their website, they are likely to fail. OEM press releases have too much CYA wording to be of interest to the average consumer.
In addition to OEM press releases, news articles from third party review websites like JD Powers and Consumer Reports are often verbose an need editing. Editing outside content is the perfect job for an Internet Marketing firm because when done properly, car dealers social media websites can be filled with the latest news from their brand(s) that they carry.
The Pasch Consulting Group offers a consultative approach to social media so that together, PCG and their clients, can achieve their Internet Marketing goals.
Hiring an Inside Specialist
Car dealership staff need to “step up to the plate” when interaction with their customers is needed. Who can best speak for the dealership better than a trusted employee. That’s why Facebook and Twitter should not be a 100% outsourced management task.
If a recent car buyer sends the dealer a thank you on Facebook, the dealership needs to respond and leverage that praise. Customer interaction tasks are BEST done from competent dealership employees. If your staff needs training, get that scheduled.
The combination of outside content specialists and inside consumer communication staff can make social media portals turn into the best lead generation websites in their control.
I invite automotive marketing professionals as well as dealer principals and general managers to come down to Orlando a day before NADA starts and join me at the Boot Camp.