This Week in Social Media

News for the Week of December 12

Instagram Adds New Comment Control Features

Comments are where most of the conversations and interactions on Instagram take place. These comments are generally positive or just random statements, but sometimes they can take a turn for the worse. Instagram already had a filtering system in place that would block comments based on keywords, but they’ve now taken it a step further in controlling the commenting experience for users. The ability to turn off all comments on any post has been added, allowing posts to simply stand alone. Also, in the coming weeks, the ability to like comments by tapping a heart icon next to the comments will also be available. Dealerships, take advantage of Instagram’s latest updates and be sure to keep a close watch on the comments that are added to your posts.  Remember, you’re in charge of what everyone sees, so you can put your best foot forward for the world to see.

Facebook Adds More Users to Live Video Tab

The new Video tab that was added to Facebook just a few months ago now has more added users. This tab allows users to visit a dedicated section specifically for Facebook Live notifications and alerts. Also on this page, while scrolling down, users will see a list of suggested videos either created or shared by pages they like, and those videos will automatically play as they scroll. Continuous improvements are being made to the Video tab and the new Video section based on user feedback and comments. Dealerships, in addition to posting your own video content, keep tabs on what your competitors are posting and what’s resonating with a variety of audiences.  When you’re able to get a good idea of which strategies are working well, you can modify your content to capture more attention and ensure consumers look for your posts and updates.

Periscope Now Allowing Ability to Save HD Version of Broadcast to iOS

Periscope released an update allowing users to save high-definition versions of their broadcasts to their iOS devices. To do this, in the Settings menu, simply select “Save in High Definition.” While this will result in using more battery and storage space, users will experience an overall sharper video experience.  Periscope has not yet announced a release date for this option for Android users. Dealerships, social video is a booming business right now, so be sure your content is sharable and optimized for the platform you’re addressing.  You don’t have to be a large production company to produce videos your customers want to see; simply provide relevant, informative, and entertaining content on a regular basis, and your audience will start looking for your broadcasts.

LinkedIn Messaging Now Equipped with Conversation Starters

New LinkedIn conversation starters in Messaging are a new way of connecting, allowing users to break the ice and get conversations moving smoothly with others. Conversations starters include things like updates on professional activity, articles users have published on LinkedIn, and shared experiences and connections. By pointing out the things users have in common or mentioning recent accomplishments, conversation starters set the stage for LinkedIn users to begin interacting and building on their professional goals.  To use conversation starters, users can simply tap the lightbulb icon located just above the keyboard before sending a message.  They’ll be given conversation suggestions based on the message recipient’s profile and history.  Dealerships, you can utilize LinkedIn’s latest tool to help you connect with your customers on a deeper, more personal level. By building solid relationships, you’ll be able to appeal to them and meet their needs—in turn, increasing sales and earning more loyal customers.

Facebook Adds Horizontal Scrolling Feature & More Discovery Opportunities

Facebook has added a new, full-screen horizontal swipe feature in Instant Articles that allows users to swipe to view more stories from the same publisher, offering a more seamless interaction and discovery experience for users. Gradually rolling out for the Facebook app on iOS version 72, and rolling out for Android in the coming weeks, this full-screen horizontal swipe makes it easier for readers to discover new stories.  Facebook is also exploring new ways to surface the best stories for readers, as well as working with a variety of engagement signals to further improve the reading experience. Dealerships, keep your audience wanting more by posting content that’s intriguing and engaging.  With Facebook’s newest updates, your followers will be able to swipe to continue reading all your quality posts.

Tip of the Week – Engage Your Customers

Engaging with your customers is more important now than ever, as they are looking for a better, stronger customer experience. Engaging them in conversation both inside and outside of your dealership is a great way to provide them with the experience they want and expect—and it’s likely the only way you’ll capture and hold their attention. Here are a few ways to help you engage with your customers and show them you’re the right dealership for them:

• Introduce yourself. This is the simplest way to connect with consumers. Let them know who you are, what your dealership stands for, and how you focus on making the car-buying experience a positive one.  Whether it’s via email, direct mail, or social media message, make sure your message is personalized and authentic; authenticity will make you stand out from the crowd.
• Build an online community or forum. Online communities and forums are a great way to interact with your customers and answer any questions they might have. This is also your opportunity to build strong consumer relationships by being present and offering valuable information, insights, and feedback.  When you’re engaged and present in online communities and forums, you’re demonstrating you are willing to be there for your customers whenever they may need you.
• Make your customers a part of the team. Just like your employees, your customers want to feel like they belong and fit in, so include them in your efforts. If your dealership is celebrating a milestone, be sure to include customers and thank them for their contributions; and likewise, if customers are supporting charities, products, or businesses, join in and lend a helping hand to by promoting them on via your social platform.  Consider highlighting a customer of the month, thanking repeat customers for their dedication to your dealership, or simply posting pics of customers and their newly-purchased vehicles.

It doesn’t take much to provide your customers with a better experience and keep them fully engaged throughout every interaction. It may take a little extra time and effort, but it will be well worth it for both yourself and your dealership as a whole. Engaged customers are the best customers you can have, and when you earn their loyalty, you can turn one sale into a lifetime of interactions.