Which is More Important: Social Media Marketing or Reputation Management?
I can already hear one of the arguments.
"They're one in the same. A good strategy applies both simultaneously."
While I agree with the statement, one that I've heard many times, I still would like an answer and discussion about one or the other.
For this discussion (so we don't get into the topic of definitions), social media would be the art and science of promoting the dealership and communication with customers through sites like Facebook, Twitter, or Pinterest amongst others, while reputation management would be the practice of generating more positive reviews on sites like Google Local, Yelp, and Dealer Rater, while also communicating with those who post reviews on those sites.
With that in mind, which do you hold to be more important?
Replies to This Discussion
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Permalink Reply by Doug Davis on
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I'm certain my comments will not be popular. Without hesitation, I would chose reputation management. While, I have heard many customers state that they were influenced by our positive reviews, I have yet to hear this about Facebook and the like. When I was an Internet Director, I had to prioritize my time and social media was at the bottom of the list. Honestly, I'm not sold on social media, for automotive, and have pawned if off to the customer relations department. I thought that they did a pretty good job but never saw the cash register ring.
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Permalink Reply by JD Rucker on
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Nope, I don't think your answer will be unpopular. I believe that it's a common sentiment. The truth is that after reviewing over 120 dealership social media profiles over the past few months, I was able to find 3 (arguably 4) that were being effective with reaching customers in a meaningful way and making their efforts count.
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The major problem is we are in the car business, not Starbucks, Ben and Jerry's or Northstroms. People don't really "like" us. Customers want to know, "do you have it" and "what will you sell it for". If you are just posting for PR, it is a waste of time and money. If you are doing it to dominate organic search, like Manny, it's a whole different ball game.
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Permalink Reply by JD Rucker on
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I agree that search is the most important component - something that great social and even reputation can influence like how Manny handles it. I would say that it's definitely possible for people to "like" car dealers if they're doing the right things, particularly if they're focused on the local community.
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Permalink Reply by MANNY LUNA on
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Great question! I know one thing for sure, Social Media Marketing can be lots of fun!
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Permalink Reply by Tom Wiegand on
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Interesting JD! Over here in our world of 1TeamSynergy "Social Media Sharing" is growing referrals/friends. When business persons make the effort to keep relating with customers uniquely better, these customers share their business persons all over the place. Those who have their customers bring their friends to them --- boom! So, with all due respect, my answer is neither. Social Media Sharing of business persons of business is on the cusp of outperforming them both.
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Permalink Reply by Charles Shamblee III on
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I'm going to say social marketing. I understand that many are not aware of the conversion and lead generation power of social media - Facebook and Twitter specifically, because most are not engaged in the attempt to make it happen for their customers and/or their dealership. Most specialists are interested in moving social engagement off platform to dealer websites, which eliminates the value created by social marketing and reputation management. In this debate, I would say engage your social community with social applications that keep them within their (the customer's) platform of choice, so that you the dealer can reap the full benefit by converting social members to loyal fans that create viral reach and ultimately paying customers in your service and sales departments. There are social applications that create such opportunity for dealers, so there is a ROI that is tangible... I know this, because we are doing it.
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Permalink Reply by Gerry Wilson on
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It depends. For improving or protecting online reputation management reputation management services is important. For promoting business social media marketing is important.
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