There’s an important thing to note about social media. No company is safe. There’s no such thing as “too big to fail”, even for companies like Facebook, Twitter, and Google+ that control more eyeballs, time, and advertising dollars than the majority of the internet combined. People love them today. They may not love them tomorrow. That’s why it’s important to keep your eggs in many baskets…
…or is it?
Today, Facebook is by far the most effective social network for driving business for car dealers. All of the other social networks combined could not be half as potent for sales and marketing than a properly managed Facebook presence. Of course, “properly managed” means money. There is no way to get anywhere near the full potential of Facebook without spending ad dollars. It’s not like Google or other networks where paid and organic are closely akin. On Facebook, you’re either in with paid or out with organic.
Looking at the way that things have been going on the internet in general and social media in particular, it’s easy to believe that just about every bit of advice from the distant past (yes, even two years ago) is obsolete. not so…
As we move forward through 2014, it’s important to let some of the information that we’ve learned in the last 24 months start to sink in and guide our actions. Social media is clearly getting bigger and associating itself nicely into the worlds of content marketing as well as search engine optimization.
It doesn’t take a social media guru to scan through a couple dozen pages of social profiles used by car dealers and their vendors to see that the industry in general is missing out on the potential that should be coming to the table, especially on Facebook.
There’s a tremendous need in the automotive industry. The parody that is growing between the various mega-vendors is forcing dealers to accept mediocrity. That’s just not the way it should be.