Are You Taking Facebook Too Seriously?

I like Facebook. It’s a nice place to check up on my friends, and see what’s going on that day. I also check Twitter occasionally. Social Media is a great way to share pictures and news pertinent to me, but there’s one thing I don’t go on these sites for, and that’s to be sold on something.

I recently read a blog post on Hanafin Loyalty’s website, titled ‘An Open Letter to Millennials’ (you can find that blog post here), where the author asks Millennial consumers how they prefer to be contacted about products. My answer to him? I don’t. At least not over social media outlets.

I know I might be burned at the stake for my opinions on social media advertising, but this post interested me. I am a big fan of traditional advertising, and the primary reason for that is because it isn’t as intrusive as new media.

One part of that blog that caught me was when the author asked about connecting with Millennial consumers over a text message. That left a bad taste in my mouth. I don’t much like the thought of a company having my phone number and texting me news from their company, or the latest and greatest product. This feels like an invasion of privacy to me, similar to telemarketer calls during dinner. I love being connected to the world, but I want it on my terms.

By now businesses should know not to constantly bombard their followers with product offerings, and instead provide information relevant to consumers. I love companies that show their human side, providing trivia in status updates to get consumers interacting, but many companies still see social media as an extra marketing ‘weapon’.

Maybe I’m being too old-fashioned, but I’ll take a 30-second spot about a new car over a status update on it any day.

This was more of a rant, but I do have a question: Are you using Facebook more to connect with your fans, or sell to them?

Will Michaelson

Sales Associate

Re:member group

Phone: 952.224.8002

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Comment by Will Michaelson on April 24, 2012 at 11:24am: Thomas - Thanks for the response! Good to hear from you. I love that Scott takes time to respond to his followers, and it really sounds like he's listening to them. He's able to bring consumers back to Ford, and their new technology, without pushing it. Cool!

Paul - Yeah! Give your followers/viewers something cool to share, and connect with them before throwing deals at them. People can tell when you're selling online now, so it's crucial to build a relationship first.

Katie - I totally agree. There's a balance that you need to hit in order to connect with your fans, and you seem to know exactly how to make a connection without forcing it. Thanks!

John - Wow, great point on how to focus on a few pieces of media without trying to cover everything. I suppose it’s a bit like eating a cake: Having a little bit is fine, and it might taste great, but devouring the whole thing in one sitting can make you feel sick. Thanks!

Comment by John Miller on April 21, 2012 at 5:48pm: Getting your "Rant" out of your system is a good thing Will. Expressing your thoughts to a group of like minded peers in an attempt to effect future outcomes is what separates humans from all other animals on this planet.

Since cave men drew on a cave walls, humans have been looking for innovative ways to tell stories, record past events, predict future events, ask for help and find mates. The cave wall has now evolved into telephone, television, newspaper, radio, social media, internet and so on and so on.

My response to you is this. You should treat "Facebook" or any social media as any other media; use the parts that benefit you and leave the rest alone. Here are a coupe of examples. If a salesperson is cumbersome on the telephone, then a dealership focuses on that salespersons' face to face selling skills. Therefore the salesperson who is clumsy on phones uses very little phone so long as the other skills allow for enough income to remain in the auto industry.

Another example toward social media. A dealership once said, "Newspaper is a waste". For the dealership who says this type of thing, some questions arise. First question, how often, and what size advertisement is purchased. Next how frequently and how regularly is this dealership in the newspaper? In the example cited, the dealer was in the paper once a month maybe in a small obscure portion of the paper, producing little if any lift for the dealership.

My point is: just because a media exists that doesn't mean it will be good for you. Focus on the ones that are good for you until you have maximized that type of media. Once you have done that, put processes in place so that you may focus on the next form of media without loosing the progress you just made. You can then conquest the next type of media you choose.

Owning workout equipment doesn't make you physically fit. Having a Facebook page doesn't give you contacts. It is all in how you use it.

-John Miller-

AutoDealerTarget

Comment by Katie Colihan on April 21, 2012 at 3:00pm: I always wonder if I've generated any sales by managing the CarChat24 social media/digital media. I won't sit here and say that I don't care -- but I don't want to come across on to SoMed channels as a seller. I have been contacted via Private Message asking more questions of the product, but I don't solicit. I do share blog posts, but even those are rarely "BUY CAR CHAT 24 SERVICES!".

I'm not a person who would work for a company that I don't believe in or support their product. However, I also won't shove media down people's throats. I'd rather provide good, quality, HELPFUL content that is applicable to all dealers and professionals, than just targeting my target audience.

I love connections of any kind, except for the forced kind.

Well done, Will.

Comment by Paul Barrett on April 21, 2012 at 2:16pm: My thoughts... Social media leaves a bad tasted in every ones mouth because it is so often misapplied. It is indeed about connecting with your customers, and getting people invested in your brand. People love to share things with each other, so give them that opportunity. If you post great deals this week or lease specials on facebook you should expect people to tune out. Try joining some large trendy brands facebook page. You'll see some examples.

Comment by Thomas A. Kelly on April 21, 2012 at 1:26pm: Social media advertising leaves a bad taste in my mouth as well Will.....ain't nothing social about it. We have a competitor in town who sponsors scholarships at our local high school...when he hands out the awards to the recipients each year it is all about his dealership and not the students.....I get the same creepy feeling when ads are tossed at us on social networks.....Scott Monty is one of my social heroes, he gets it...if all the cars were the same and all the prices were the same....we still have choices....Monty makes Fords social....he is lining up the Millennials’... the rest of us have a ways to go....In my opinion, My opinion and a couple of bucks will still get you a coffee in a few places.