If You Build It, They Will Come: How My Grandmother Taught Me The Secret to Social Media

When it comes to Automotive Social Media, people are either in or they're out

Countless numbers o car dealers that I have spoken to are just not invested in the idea that having a Twitter, Facebook, or Blog can really gain you traffic and sales. Honestly, for a while, I doubted that it was the best medium for Automotive Dealers. Could it really generate leads? Could it really attract people who would ordinarily not come to your dealership, to walk into the doors and buy a car?

As I investigated different avenues one evening, I got a request on my Facebook page from my Grandmom. She was inviting me to come visit her farm in a popular Facebook game. My grandmother, who spent her mornings saying her rosary, her afternoons watching soap operas, and her evenings listening to her Andrea Bocelli CDs was joining the masses on Facebook who were growing crops and expanding their farms.

I swore never to play the feeble games on Facebook. I thought they were a waste of time. But that invitation from my Grandmom made me curious about what her farm looked like, what she was growing, and what exactly I could do to help her.

And then, I made the connection; The simple connection that was blatantly there the entire time:

"If you build it, they will come."

What do I mean by it? What is the 'it' that needs to be built?

The 'it' is the interest. The 'it' is the emotional investment. The 'it' is what makes you different than every other dealership or automotive service provider.

And how exactly do you build 'it'?

You guessed it. Social Media.

Now this isn't saying that there isn't more than one way to build interest, emotional investment, and attraction to your dealership or service. Social Media is however a prime example of a medium that many feel isn't beneficial. For example, if it weren't for social media and that random request from my Grandmom, I never would have logged into that Farm game. It was someone I trust asking me to do something and offering me a bonus for doing it. (If I farmed her crops, I got a free Pig for my farm. How could I pass that up?)

For your dealership, you can use your Facebook Page or Twitter Account the same way in which you use the local paper or billboards for advertising. And it costs you nothing except the manpower that you designate to handle the posting for you. You can reach hundreds, even thousands of people each day by posting informative information. You can take it a step further and interact with those people. Leave a comment on a photo. Wish them a Happy Birthday.

As much of a time waster and senseless online tool that social media programs like Twitter and Facebook may be, it seems they have the right idea. They're building it, and people are coming. In order to have the same effect on potential clients and customers, it just takes a little extra work on your end to use creative means to make your dealership stand out from the rest. Posting consistent, informative information that your followers want to see is key.

It just takes a little bit of dedication to build it.

And that's it.

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Comment by Adam J. Hofer on June 5, 2012 at 10:17am: Good Stuff! Thank You. I'm trying to build it right now. Not only are people more responsive to social media, they are less responsive to answering the phone on their desk! Social media is definitely the best way to spread the word and let people know what you have to offer and make new "friends"

Comment by Steff on April 7, 2011 at 4:15pm: I enjoy it. Thanks

Comment by Stephanie Young on April 4, 2011 at 12:09pm: My grandmother had this prolific rose garden that was her pride and joy. She would cut roses from her garden and leave them on door steps of those friends she wanted to interact with. Each bouquet of rose came with an invitation to stop by for coffee.

Social Media is much like my grandmothers garden. We all have our signature “calling card” for interacting with those that we wish to have an audience with. The purpose of Social Media sites is to build a network or group of “friends”. Otherwise, we are just sitting in the rose garden alone.

Comment by Katie Colihan on April 3, 2011 at 12:20am: Love all of your feedback, guys. I had another conversation today with a client who said "Yeah, I don't want to use Twitter. I don't like it." ...and again I said "You don't have to, but your audience? They like Twitter." I feel like I personally make more "friends" and connections by being personable and not robotic. However, there's a time and a place for everything. I won't talk about very personal details, or a late night with too much wine.

And I love seeing that other dealers aren't robots. That they have families. They take vacations. They have inspirational quotes. It just feeds the little conversationalist in me.

Comment by Tom Gorham on April 2, 2011 at 6:15pm: I really liked this post. I don't know if building it's enough, but not building it is truly a mistake. The story of your grandma hit home and that is really a reason many people follow through. Dealers simply need to understand "Social is social". What a great way to present yourself and reach thousand of people a day... not just people but people who "Like" you! Wow! Powerful!

Comment by Bernard Boule on April 2, 2011 at 12:54pm: The land is there. It can produce nothing useful. It can produce corn. Or it can produce unexpected results. Depends on what you do with your field. If you don't build anything it is certain no one will come. Possibly someone else will build it and they will come to them. So you better do it or be left behind.

Comment by Lin Poissonnier on April 2, 2011 at 12:33pm: Good write up , Like it

Comment by aaron kominsky on April 2, 2011 at 11:42am: Nice post Katie, Dealerships that don't captivate their customers especislly in Philly area ,well they will be scraping the bottom of the barell as you know ! Great Job!

Comment by Craig Lockerd on April 1, 2011 at 5:51pm: Good stuff and I want in on that....In AC,bread is actually better here....lol

Comment by Katie Colihan on April 1, 2011 at 5:13pm: Thanks, Nancy! I really appreciate the support. If you're ever in Philadelphia, Starbucks and Cheesesteaks on me! :)