Pub. 12 2013-2014 Issue 1

N e w J e r s e y C o a l i t i o n O f A u t o m o t i v e R e t a i l e r s 3 new jersey auto retailer w w w . n j c a r . o r g ©2013 New Jersey Coalition of Automotive Retailers | the newsLINK Group, LLC. All rights reserved. The New Jersey Auto Retailer is published four times each year by the newsLINK Group, LLC for the New Jersey Coalition of Automotive Retailers and is the official publication for this association. The information contained in this publication is intended to provide general information for review and consideration. The contents do not constitute legal advice and should not be relied on as such. If you need legal advice or assistance, it is strongly recommended that you contact an attorney as to your specific circumstances. The statements and opinions expressed in this publication are those of the individual authors and do not necessarily represent the views of the New Jersey Coalition of Automotive Retailers, its board of directors, or the publisher. Likewise, the appearance of advertisements within this publication does not constitute an endorsement or recommendation of any product or service advertised. The New Jersey Auto Retailer is a collective work and as such some articles are submitted by authors that are independent of the New Jersey Coalition of Automotive Retailers. While the New Jersey Auto Retailer encourages a first print policy, in cases where this is not possible, every effort has been made to comply with any known reprint guidelines or restrictions. Content may not be reproduced or reprinted without prior written permission. For further information, please contact the publisher at: 855.747.4003. 4 Chairman’s Message Mark Pellegrino 5 President’s Message James B. Appleton 7 NADA Director’s Message Marcy H. Maguire 13 What Does the Online User Want? JENNIFER SUZUKI 16 Measuring the Return on Investment of Online Efforts MICHAEL ROPPO 20 The Automotive Online Advertising Checklist BRIAN PASCH 24 The “Legaleze” of Online: How Companies Can Respond to Untruthful Online Postings BRETT R. HARRIS, ESQ. 27 Top Tips From Social Media Award Winning Dealers ALEXI VENINERI 29 6 Reasons Your Car Dealership Should Consider a Mobile App DR. SANJAY GOWDA 31 Responding to Your Dealership’s Online Reviews. Participate In (and Lead) the Online Conversation ADAM GILLRIE PUBLISHED BY the newsLINK group, LLC 855.747.4003 MEMBERS OF THE NJ CAR BOARD OF TRUSTEES 2012-2013 county trustees Mark Pellegrino............................................................................................................ Chairman Eric Nielsen.......................................................................................................... Vice Chairman John Manganelli.......................................................................................................... Secretary Lawrence W. Kull.......................................................................................................... Treasurer Richard A. DeSilva, Jr....................................... Regional Vice President (Northern Region I) Leonard R. Datello........................................... Regional Vice President (Northern Region II) Robert J. Larson...................................................... Regional Vice President (Central Region) Michael Elkins..................................................... Regional Vice President (Southern Region) William Kundert, Jr. ...................................................................................... Budget Chairman Edward J. Barlow, Jr....................................................... NJ CAR Insurance Co. Ltd. Chairman Michael Elkins......................................................................... NJ CAR Services, Inc. President Frank M. Pezzolla ......................................................................... Truck Committee Chairman Raymond M. Burke, III................................................................................. CAR-PAC President Marcy H. Maguire...................................................................... NADA Director for New Jersey James B. Appleton........................................................................................................ President ATLANTIC Roy Greenblatt William Kassner (Alt.) BERGEN H. Dennis Lauzon Todd Van Duren Scott R. Senior BURLINGTON James McCormick Peter Lanzavecchia CAMDEN Joseph H. McErlean Judith M. Krupnick (Alt.) CAPE MAY William Kindle Donald Gentilini (Alt.) CUMBERLAND John R. Lilliston Herb Schwartz (Alt.) ESSEX Linda Cummings George Liang (Alt.) GLOUCESTER Ronald E. Baus, Jr. Allen C. Eastlack, Sr. (Alt.) HUDSON Michael Di Feo Peter A. Sucato, Jr. (Alt.) HUNTERDON Breanna N. Datello Steven Kalafer (Alt.) MERCER Scott Haldeman Paul J. Muller, Jr. (Alt.) MIDDLESEX Richard Malouf, Jr. John F. Chuhinko MONMOUTH Lawrence Iannacone Jeffrey R. Wall Anton Semprivivo Leon Lee MORRIS William L. Strauss, III Judith A. Schumacher-Tilton OCEAN Rob Sickel Taylor Weisleder (Alt.) PASSAIC Renee P. McGuire Frank Esposito (Alt.) SALEM Robert L. Davis Vacancy (Alt.) SOMERSET David Ferraez John M. Kemper David J. Long SUSSEX Timothy S. Allocca Engle Oostdyk (Alt.) UNION Mark Montenero James R. Haskell (Alt.) WARREN Edward J. Rossi Vacancy (Alt.) CONTENTS