OMG, what is happening with some of these dealerships I see sharing content that has nothing to do with identifying their brand and engaging the right audience on Social Media? Everyday, I look at what stores are doing around the country on Social Media because it helps me be a better Social Media coach and trainer. But what I’m seeing right now has me stumped.
First, let me say that I’m a card-carrying member of animal rights organizations and I volunteer for animal rescue. My friends would tell you that I am “relentless” about kindness to animals. I love cute pictures of animals as much as anyone but can someone please explain to me why some car dealerships on Facebook are sharing so many pictures of animals?
I don’t mean one or two. I’m talking about the stores that share 80-90% of their content based on cute animal photos and videos. I agree that this attracts people but dealerships need to ask themselves who they want to attract. There’s an age-old saying in marketing that says you never reply, “Anyone” when asked, “Who Is Your Customer?” This is the Facebook equivalent. It’s strategy based on “Let’s throw it against the wall and see if it sticks”!
Facebook is a great tool for attracting car buyers and I’ve seen it turn fans into contacts, contacts into buyers. But dealerships must have a defined strategy to make this happen. Generating leads starts with focused content to attract the right demographic for your franchise. There’s one dealership who has an animal as it’s profile pic! And, because they are using a Personal Profile page instead of a Business Page (another tragic error because you don’t get Analytics), I actually thought it was a joke or maybe that someone’s name was actually ______ Honda!
Social Media is new for dealerships so when a provider tells you what they’re doing is “good”, you believe them because you have very little point of reference. The key to content is Relevant, Recent and Local. Your dealership Social Media content needs to be one or more of these. Always stay on topic and communicate what’s great about your store. You’re a car dealership that sells and services cars. Don’t provide content that doesn’t relate to you and your intended audience. It’s only your online reputation at stake!