WARNING: Do NOT Start A Social Media Campaign Before Reading This

Transparency. Live it. Know it. Breath it. In a world of the internet, social media and Google the truth will always come out. Consider that a warning, one that you would be smart to head.

Too many dealers are too quick to jump on the social media bandwagon without realizing that it’s a double edged sword. Just like word of mouth can be positive, it can also be negative. Having said that you can’t pretend to be one thing on you social networks, then something else entirely when the customer walks in the front door.

Imagine a customer choosing to make a purchase from your dealership because of the way you portrayed yourself to be on Facebook. They come in expecting one thing, then get another one entirely, what do you think will happen? Well, considering the fact that this person is an avid social media user, he is the perfect (or the worst) person to spread the word about your dealership, good or bad. Obviously you should treat every one of your customers with respect at all times, but when starting a social media campaign you need to do doubly so.

When creating a strategy, make sure that you pay particular attention to what’s going on already, what are customers saying about you? What is the general consensus, online and off? How are your salespeople approaching customers that walk on the lot? How are unsold customers leaving, are they fuming or do they understand why you couldn’t make a deal, are they left with the feeling that you did everything in your power to get them what they wanted?

These are all questions you should ask yourself from time to time, be honest with yourself so that you can point out areas where improvements must be made. Don’t leave yourself open to be bashed online, stuff like that will spread like wildfire, then all of the hard work you busted your hump to put into place will all be for naught.

Recently Dominoes Pizza did study after study to find out what people we’re really saying about them and then went on the offensive to make it better. Everything from the crust to the sauce was changed, all because they were open to what their customers had to say about them, good or bad. Maybe you can do the same, ask your customers where you need to improve your service so that you can better serve them.

You could even go as far as to start a blog for the single purpose of finding out what people are saying about your dealership. You could take out a few radio spots and ask people that have bought from you in the past or anybody that has heard a negative story about the dealership to discuss, in an open forum, why they will or won’t do business with you.

This would be a great way to find out what you need to improve on. In fact, I would wager that a lot of the people who talk bad about you would be willing to give you another chance, after you make the efforts to fix your past mistakes. Don’t take social media lightly, it can be hugely successful for your dealership or a disastrous mistake, it truly is up to you.

If you would like to be alerted of future posts just put in your email address below, don’t worry I HATE spam too.

Your email:

 

Join the forum discussion on this post

Related posts:

1. Automotive Social Media Policy – Free Download
2. Social Media, BHPH and Decreasing Delinquency Rate
3. Social Media, The New Top Of Mind & 5 Tips To Help You Create It
4. Is Social Media for Every Auto Dealer?
5. Increasing Customer Retention With Social Media