“If you don’t know where you’re going, you’ll end up someplace else.” ~Yogi Berra
There are a lot of businesses on Facebook these days. Most likely you’re one of them. Why not? It’s the most frequently checked site on the Internet. There are 852 million daily logins and 25% of those users log on 5 times a day. Of course your customer is there and that means you should be too.
It’s one thing to create a Facebook page (anyone can do that). It’s quite another to manage your page successfully. Don’t fool yourself. Social Media platforms may be free but the strategy, training, planning, effort, time and budget are not. Jumping into Social without a plan is like driving in a strange city without GPS. You may think you’re taking the right path to your destination but even if you make it to where you thought you wanted to go, you don’t know exactly how you got there.
I make myself fairly available to my readers who have questions about Social Media and online reputation management. Every time someone reaches out to me, I reply with their answer and then ask them, “What’s your biggest challenge with Social Media”. It’s a great way for me to keep my finger on the pulse of dealership operations and what’s important to dealers regarding their Social marketing.
I asked that question recently to a dealer who’d attended on of my presentations. He replied, “I don’t think we have a big challenge with Social Media. We seem to be allocating the resources available to do a good job.” Wow, I thought, that’s pretty cool…no challenges. Then I shook myself back to reality knowing that every marketer has challenges. So, I took a gander at their Facebook page: 200 likes and not much engagement. That’s success?
Then it occurred to me – how does this dealer really know they’re doing a good job on Social? Did they plan their strategy, set their objectives, identify their brand’s traits and customers’ interests? Judging by their numbers, that answer is no.
I spent 70% of my automotive retail career as a CFO or GM. That’s one reason that makes me different from all the other peeps out there who are in the automotive Social Media space. I bring the NUMBERS into it. If you set objectives, plan your strategy and execute it correctly, you can measure what you’ve done and know where your efforts are best spent. Know what you want. Numbers don’t lie.
The ONLY way to know if you’re succeeding on Social Media is to know if you’re meeting or exceeding your objectives.
You must measure everything you do in Social marketing. Measurement is about more than just results. It must tie back to your objectives. If you don’t know what you want, how will you know how to get it?
To illustrate my point further, I must share a snippet (ie: promotional marketing article) about an “automotive social media agency” who recently posted the “outstanding” results of a Texas Kia dealership’s Facebook page/promotion. This “agency” boasts about all the things they did for the dealer but the reality is that the dealer’s Facebook page has 1,274 likes with 17 People Talking About It. With an engagement level at 1%, there’s not really much happening in that community, least of all leads and sales!
If people aren’t interacting with your content, you’re not having conversations with them. Every sale starts with a conversation – whether it’s on Facebook, email, phone or in person. Sales happen both when people are talking and when you’re running specific campaigns.
Now that you know how important it is to set objectives, you’re probably wondering what it is you need to measure so you can tie those results back to your objectives. Here are my top 5:
- Weekly engagement
- What posts got the most attention, likes, comments and shares
- How many likes were obtained and where they’re from (should be your market area)
- How many leads were generated
- How many sales were closed
Social is like any other marketing medium in that your end goal is to generate leads and sales. But to pave the way you need specific objectives that point to your ultimate goal. Develop a roadmap for your Social marketing and you’ll sleep better at night knowing that you truly are succeeding on Social Media.