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Permalink Reply by Bobby Compton on April 27, 2011 at 12:41am

In my personal opinion, facebook has just begun.

Marketing and advertising on it will increase, as will the cost to do it. 

There's one special thing going for it, the people on it!~

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Permalink Reply by Stan Sher on April 27, 2011 at 8:45am

I am constantly figuring out ideas on how to leverage facebook.  I recently spoke at the Innovative Dealer Summit about using facebook as a third method of follow up for lead management. 

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Permalink Reply by David Bucey on April 28, 2011 at 11:30am

I like where you are going with that, Stan! I have been using facebook to post pictures and advertise vehicles in our inventory, but had never considered using it as a follow up tool. The chances of referrals would greatly increase if you use facebook as a follow up because you then have access to your clients friends. I fully support your idea!

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Permalink Reply by Gretchen Kennedy on April 28, 2011 at 1:15pm

The only thing that's reached its peak is our ability to understand the true potential of Facebook.

If Facebook users can organize quickly and cohesively enough to bring down a government (Egypt), it's word-of-mouth potential is far greater than we can appreciate.  Moreover, I think many businesses are just starting to recognize that the data potential of a portal where nearly 600 million people give up very intimate details about themselves is insanely valuable--the likes of which we've never seen before.  They struggle with understanding how to leverage all that juicy information, but dealers should seriously ponder the myriad of ways they can connect with people there because at any time, 5% of them are actively shopping for a car. 

Please note that I said "connect."  Listing your inventory on your dealer fan page limits its exposure to just your fan base of 200 (or however many) fans. It's also the easiest way to LOSE fans:  who wants their news feed filled with your vehicles, particularly if they're not shopping for one? Or who wants to see all your pickups, SUVs, etc. if they're looking for a convertible? No one... not even you... and I'll bet you've "hidden" a dealer who abuses Facebook with their undiscriminating inventory feeds (just like people have done to you if you're "that guy."). 

The far more powerful--and appropriate--alternative is to list your inventory on Facebook's Marketplace, where Facebook users go TO SHOP, attracting 18 million visitors a month. Plus, on all of your Marketplace listings, all the friends of each person in your fan base will see that their friend "likes" you, lending instant--and invaluable--credibility to your dealership. And, of course, each time anyone comments on a vehicle (fan of your dealership or not), all of THEIR friends see that post... and if one of their friends comments on top of it, then all of THAT person's fans will see it, exponentially leveraging your exposure to people who are not in the Marketplace. 

80% - 90% of your fan page should be about showcasing the HUMAN side of your dealership... posting pics of your staff taking a day to work for Habitat for Humanity, announcing the annual toy drive and 5K runs you're hosting, posting pics of happy people with their new cars and the company picnic and your bring-your-dog-to-work-day, posting interesting articles, etc.  That is what people will find interesting on a daily basis. The remainder can be about incentives, free oil change coupons, truly stellar testimonials (presented humbly, no self-aggrandizing)... and after all that, then the occasional hot piece of inventory you just got in.

By keeping most of your inventory in the Facebook Marketplace you're respecting the way people use Facebook, you're staying visible by presenting compelling content that even appeals to people who aren't car shopping, and you're still benefiting by giving folks great reasons to shape wonderful opinions about your dealership.

 

Disclaimer:  I work for HomeNet Automotive, and we sell unlimited, premium listings on Facebook Marketplace for just $200 a month.  We also list our customers' inventory on their fan page for free. 

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Permalink Reply by John Fuhrman on May 3, 2011 at 10:40am

I remember at the beginning of my training career, they told me not to spend money on the Internet, it was only temporary and not many people would participate.  After I published my second book, they told me that e-books would replace the real book - Now I have ten plus one e-book.  So, while I'm not smart enough to predict when facebook will be a thing of the past, I've learned to use what exists and keep my eye on the future products and services that will extend our reach in the marketplace.

 

I did an article in Used Car Dealer Monthly where I researched 1,000 dealer web sites.  Nearly 60% of them had bad links, misinformation, inconsistant messages, or didn't even work.  The article appeared in 2008 and yet in a recent update, not much has changed.  For me, the bottom line is, using something just because everyone else does, won't make it a good thing or a bad thing.  But using anything to your best ability will create success, no matter how long it's been on the market.  Just ask the 1.5 million readers who have my old aol email from my books.

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