This Week in Social Media

News for the Week of August 15

Hello, Google Duo

Facetime has a brand-new rival named Google Duo.  A video chat app that works exclusively on phones is releasing today, and word on the street is that it will be fast, user-friendly, and easy to use.  Users will be able to simply tap on the face of the person they want to call in order to initiate a call.  And the beauty of this app is that it works across both Android and iPhones, with just about the easiest setup process around.  Once users sign up, the app checks their phone numbers from their SIMs, then sends a confirmation code—and then, they’re ready to roll.  The app is tied directly to user contact lists, meaning there is no additional account to create or friend lists to maintain.  Dealerships, this is another way your team can stay in touch with customers and show them you’re in tune with the latest technology.  Today’s shoppers want quick, seamless communication, and by utilizing the latest apps, tools, and tech, you’ll be able to reach more consumers in a way that resonates with them.

New Facebook Ranking Signal

You guessed it; Facebook is changing things up again, and it’s aiming to ditch even more of the clickbait and get users closer to the content they love most.  While the network says most feeds won’t see much difference, it is implementing a new ranking signal that predicts the stories users most want to see and making them appear higher in their News Feeds.  Using criteria like a user survey, as well as user relationship with the person who posted a story; previous clicks, likes, and shares; and posts users have commented on, the platform will be able to factor in which stories are best matched to each user and place those at the top of the feed.  Dealerships, you’ll get consumers to click, share, and interact with your content by ensuring you continuously post fresh, engaging material that’s useful and interesting.  Be sure to post regularly so your followers know to expect you—and don’t use this as your sales platform.  When you form relationships by interacting and sharing with consumers, you’ll get more traffic in your dealership.

More Creators in Twitter Moments

Created last year, Twitter Moments consisted of an initial team of partner curators, but it was always the intention of Twitter for this portion of the platform to expand.  Moments is now opening up to more creators, influencers, and voices across the web—and Twitter is planning to open this opportunity up to everyone in the near future.  A way to offer even more creative expression, Twitter users can expect to see Moments continue to expand over time.  Check out Moments by tapping the lightning bolt icon at the top of your Twitter screen.  Dealerships, by staying up to date on current and trending events, you can interact with consumers who are following you online.  Share trending and relevant stories to spark conversation and grow your audience.

Facebook 360 Adds New Publisher Tools

Facebook is welcoming Guide and Heatmap for 360 users, brand-new tools to add even more flexibility in posting.  Guide is a way to offer viewers guided tours of user videos as they play, allowing viewers to sit back, relax, and know they won’t miss a single detail.  Video creators who use Guide can highlight specific moments in their videos, and once those points of interest have been selected, viewers will be directed around the video as it plays.  Access this functionality via the 360 Controls tab.  Heatmap offers detailed insights for users, letting them know exactly which parts of their videos users find most interesting.  By indicating exactly which portions of a 360 field of view an audience is watching, publishers are able to see the most popular parts of their videos.  Available for any video posted after May 1 that has more than 50,000 unique viewers, publishers can access this functionality via the Video Insights tab.  Dealerships, Facebook continues to offer smarter and more valuable ways to create quality content that appeals to your audience.  Take advantage of the immersive qualities of Facebook 360 video, as well as the newest features to pull in your audience and capture their attention—and be sure to utilize the newest options that offer insights into what your followers like the most! 

Ad Preferences in Facebook

Facebook just added a brand-new enhancement that will allow users even more control over the ads they see in their feeds, offering a more tailored experience and improved user content.  Users can now remove ads from their ad preferences if they no longer want to see them, giving them more control over what they see and how they spend their time, offering a better overall user experience with more flexibility and personalization.  Dealerships, ad preferences in Facebook show the power of consumer experiences and insights when it comes to how your brand is viewed by social consumers.  Be sure to offer content that’s useful and relevant—and consumers will be more likely to respond well to what you have to offer.

Tip of the Week – Your Reviews Matter

Every consumer has an opinion, and every business has faced a negative review or two.  But, guess what?  That’s ok.  First of all, a less-than-perfect review here and there is actually a redeeming quality, because no one believes any business is perfect.  Also, it gives you the opportunity to show every customer—the unhappy one and prospective future customers—how great you are a solving problems and offering solutions.  So, no matter the review, the best course of action is to respond to it swiftly and positively.  Here are some quick tips and general rules of engagement when it comes to handling online reviews and coming out with a shining reputation:

• Respond quickly to reviews.  Every review should get your attention, especially the negative ones.  Remember, everyone can see how you answer and the solutions you offer, so the way you respond can make or break future consumer relationships.

• Thank the reviewer.  It’s a good practice, whether the feedback is negative or positive, to show gratitude toward the person who’s taking time out to give you a review.  Let that person know you appreciate their insights.

• Offer solutions.  Excuses are never a good idea, especially if your dealership is in the wrong.  Instead, lean on strong solutions get you out of sticky situations.  When you offer positive ways to make things right with your customers, you’ll not only appease those who left negative reviews, you’ll stand out to potential shoppers as a dealership that is focused on ensuring quality and customer satisfaction.

• Give contact information.  When you respond to online reviews, be sure to give consumers a way to contact you at the dealership.  This is helpful for a couple of reasons.  First, it allows you to take issues offline and deal with them in person, and it also gives you the chance to personalize your service and ensure you’re completely satisfying customer needs.

Online reviews are essential to your dealership because that’s the way today’s shoppers are researching and getting information about future purchases.  They look for consumer feedback before purchasing, so it’s essential your dealership is present and active on online review sites.  When you’re aware of what shoppers are saying about your brand, you’re able to respond in a timely manner, ensuring you play a part in the word of mouth reputation your dealership earns.

To learn more about feedback and what it means for your dealership, join me at NADA 2017 where I’ll be presenting Learning to Love Complaints: Turning Feedback Into Success!