Pub. 12 2014-2015 Issue 3

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 I S S U E N O . 4 , 2 0 1 4 32 new jersey auto retailer How effective social media management can drive your dealership’s bottom line and enhance your online reputation Social media is an ever-evolving, versatile medium that gives dealers the opportunity to reach customers faster than ever before. With the ability to connect with customers in real-time, via social channels, dealers can reinvigorate their brand and stay relevant in a saturated industry. The Digital Air Strike 2014 Automotive Social Media Trends study, which surveyed more than 2,000 recent car buyers, revealed that 91 percent of those surveyed used social media and review sites in their dealership selection process. Results also found that 83 percent of consum- ers actively looked at dealership star ratings in search results. With the wide range of responsibilities at a dealership and the constant need to drive sales, it is easy to become complacent with marketing strategies. However, to keep pace with the changing face of social media, dealers need to make time to ensure digital mediums, including social media, are fully integrated into their monthly marketing plans. Understanding all the new options, including social media advertising, is crucial to gain a competi- tive advantage. Facebook Ads, for example, with relevant offers and in-market targeting perform the best. Here are some tips that will help the dealership leverage social media in their marketing mix. Social is here to stay, but the dealership needs a plan and person to own it. Plan for social media as you do with all other advertising. Consider hiring a digital agency or challenging current marketing partners to provide assistance. Make sure social media is part of every marketing plan/budget. Moni- toring current sites and “searching like a customer” is a great place to start. Blend organic content with paid social ads. Attract prospects with creative and hyper-local content through social chan- nels. For example, social media users love videos and other interesting visual content, so consider developing a brief video highlighting some aspect of the dealership. This type of content can be easily shared across all social media channels. But don’t just stop there! Leverage the right type of paid advertising to fit your goals; whether through a promoted post on Twitter, a page-like ad on Facebook, or a website traffic ad. Integrating these paid techniques to further broaden the life of your digital content will yield your highest ROI. Manage reviews quickly and effectively. Regularly monitor review sites and respond to customers accordingly. Express appreciation for positive reviews and genuine concern and pro- fessionalism for negative reviews. Offer to address complaints offline with a direct point of contact; don’t get into specifics with unhappy clients in a public forum. Recent studies have shown that Internet shoppers, who received a response online within Social Media is Behind the Wheel of a Dealership’s Success BY ALEXI VENNERI