Don’t Waste Your Advertising Dollars on Social Media

If you’ve been paying attention the last few months to all the noise about social justice you have heard that many big advertisers pulled their ad programs from Facebook, Instagram, and other online social media channels.

These companies included Coca-Cola, Starbucks, Hershey Companies, Levi Strauss & Co., Honda, Verizon, Unilever (which includes brands Dove, Hellman’s, Lipton, Surf, Ben & Jerry’s, Q-tips, and others), Eddie Bauer, and North Face to name a few. 

They say they pulled their ads to support the “Stop Hate for Profit” campaign because Facebook allowed posts that the liberal left found objectionable. What doesn’t the left find objectionable?  This article is not to debate the philosophies of our political parties, but to highlight the challenges of participating in and advertising on social media channels. 

I can assure you that pulling their advertising because of “hate speech” was NOT a big consideration in their decisions. The truth was they recognized the dollars spent, the conversion and branding of their products and services did not meet any of their minimum ROI requirements. They leveraged the “social justice” mantra as a cover to pull ads from underperforming channels.  They saw the waters getting murky and got the hell out.

Many marketers and vendors will tell you that you HAVE TO BE ON FACEBOOK.  Well, my answer to that is “maybe you do” but don’t blow your budget on these channels. 

Lady Gaga appeared on the Jimmy Kimmel show and he questioned her about some activities in her personal life, which she said were false. When asked where he heard these rumors, he responded on social media sites.  She responded with one of my new favorite quotes, “Social Media is the toilet of the Internet.” 

If you have any gray matter left and a smidgen of common sense you know there is a lot of truth in her statement. As it’s been said before, social media has democratized the bullhorn. Everyone is “shouting out their thoughts, exposing their vitriol, and touting their manifestos as if we cared about what they have to say.”  It’s just too much egotistical pablum. Ask yourself, how visible do you want to be in the “toilet?” 

Now for good news. I’ll admit many of your customers and prospects are out on Facebook, Instagram, or Twitter keeping in touch with their friends or family and sharing birthday wishes. Yes, you can engage followers but don’t forget the critical elements on social media. Focus on quality content and look for connections to your audience. Ask yourself:  Are you sharing anything worthwhile or compelling?  If not, please reconsider your postings. Remember the words of Ben Franklin, "Speak of what benefits others."

It takes more than a snapshot of a customer standing in front of their new vehicle to get attention and engage visitors. If you’re going to build a social media strategy focus it around people and personalize it for your customers too. 

Shooting a selfie-video while screaming like a carnival barker about the options on the car behind you can get old quickly. Sure it’s free to post it, and only took a few minutes to shoot, but is it showing you or your dealership in the best light?   Or is it confirming the old perception of a slick-talking car salesman? 

Exercise Caution – Look for Alternatives

Please continue to allocate marketing dollars to digital marketing but target those channels that offer some conversion or solid branding opportunities for your dealership. 

Alternatively, you can initiate some local marketing tactics and have your customers, neighbors, and media highlight your “out of the box” advertising promotions.  Folks right outside your doors are looking to buy vehicles; you just have to let them know you’re a dealer who will treat them right and provide a great buying experience. 

Recommended Reading:  This is Marketing - By Seth Godin (Barnes & Noble or Amazon)