I’m always observing what dealerships are doing with their Facebook pages. I like to see what’s working and not working out there for the dealer body. After all, if it’s not generating leads then it’s just fluff.
A couple of days ago I noticed a not-so-great post about how men like the Porsche 911 and women don’t. As automotive Social Media content goes, it was a pretty lame article. As I scrolled down, suddenly the same article popped up two more times on two completely different dealers’ Facebook pages!
Automotive Social Media (Dealership Facebook marketing) is about sharing great content that entices your audience. Does this article entice you? If you’re a Porsche fan it might but it certainly didn’t engage any of these fans. The three stores–VW, Toyota and Nissan–are communicating a message that’s confusing and has nothing to do with their store! Here are 3 reasons these copycat posts will lose Facebook fans:
1. It’s obvious that an outside provider who doesn’t understand dealerships is creating content for these three stores. Inauthentic posts–posts that make it clear it’s another person–seem counterfeit to your fans. Fans can smell the fake a mile away and your store’s image is at stake.
2. This outsourced provider posted them all at the same time, which for me reads “lazy”. Sure, maybe not every user “Likes” these three dealerships and sees their posts like I did but all it takes is one and your credibility takes a beating.
3. This story about Porsche is not likely to engage a VW, Toyota or Nissan dealership fan. Why would a store want to share content about not only a different brand but a different customer? Marketing a mixed message will never build your fan base. In fact, posting about another brand could alienate them. Your content needs to be about you, your store and your brand.
Outsourcing your automotive Social Media is tricky business these days. Dealers are new to Social Media and many only rely on what the provider tells them. While it’s ideal to have your own dedicated staff handling your Social Media, the best practice is to consider your provider as a partner and monitor your content daily. Nobody watches your content like you do! You know your customer best and what works for them.
Dedicating the time and effort it takes for automotive Social Media does pay off. When you implement a good content strategy you will see results. Your posts will be unique and engaging, you’ll increase fans and ultimately those fans will convert into sales.