In the movie classic, “The Wizard of Oz”, the character Dorothy, upon seeing the impending storm yells out…..”Auntie Em, Auntie Em…it’s a twister…it’s a twister!”

This is how most Automotive Dealers and General Managers feel about social media marketing. The social media storm is coming on fast, and spinning in directions that no one can predict where the future will go!

I have personally been in the retail automotive industry for 30 years, starting in Sales when I was just 20 years old, to being partners in my own store. I have been around long enough to see the enormous transition in marketing and advertising with the advent of technology. Where there used to be but 4 TV stations you could advertise on, now there are literally hundreds of channels to choose from. Where there used to be but a few local radio stations to play commercials, there are now hundreds of channels via satellite radio. The local newspaper will be completely extinct in another few years as more and more newspaper companies go out of business. And direct mail seems to just be thrown in the garbage unopened.

Now I am not advocating giving up any or all of these traditional platforms of marketing and advertising. They all have their place in a well thought out and executed marketing plan. But as the old adage goes, “you have to fish where the fish are”.

To be able to “fish where the fish are”, you have to have a strategy that will get you “found” on the internet. Let’s start with Search Engines. Where did we go to find information before Search Engines? You HAVE to have content on these Search Engines that will show up in the “organic” section on the FIRST page! You need to have a comprehensive Search Engine Marketing and Search Engine Optimization plan. After all, the internet is where nearly EVERYONE begins their purchase information gathering.

Let’s do an exercise. Go onto Google and type in these 3 words, “new car prices”. On any given day you will see that there is anywhere between 75 million and 100 million websites that have those 3 words in them. You think the information is already out there? You bet it is! Now go back onto Google and type in “used car prices”. On any given day there are between 65 million and 90 million sites that can provide the customer used car values for a purchase or a trade-in. So now that you know that the information on new and used car pricing is already out there, you have to give them a reason to purchase from YOU! You have to give a perspective purchaser a compelling reason to buy from you!

Let’s face it; everyone wants to have a “friend” in the business. Whether you are purchasing a vehicle, a television or a home, you feel MUCH more comfortable doing business with someone that you know and trust. Now, how do you become that “friend” in the business? Social Media marketing can help you find those “friends” that you have been looking for!

Here are some thought starters on how you can accomplish finding “friends” via social media. Friends will advocate other friends to do business with you!

1. Build a compelling Company FaceBook page. Post “fun” things on the page, NOT the latest deals. A FaceBook page should be like a social gathering not a place for a hardsell.

2. Build a Company blog and invite your customers AND employees to post reviews and information.

3. Build a YouTube Channel that will have videos of products and services offered at the dealership. It will provide great point of sale information to the consumer. A well scripted video presents that product or service perfectly and every time, something an employee might not be able to do every day.

4. Make short, (not over 60 second) videos of happy customers either purchasing a vehicle or servicing their vehicle. Post it on your company blog, share it on your FaceBook page and upload it to YouTube. Encourage your customers to comment on the video and share it with their friends.

To be able to successfully execute a Social Media plan, you have to have ALL employees involved and thoroughly trained in all of your dealership processes. A well executed Social Media plan should implement the “300%” rule. Which is, 100% of the goods, services or products, to 100% of the consumers, 100% of the time.

If ALL of your employees understand the impact of how important Social Media is for the dealerships success as well as theirs, they will execute it flawlessly! We would all like a business that looks like this:

Most towns have one…A legendary local business… that consistently attracts people from miles around…

It’s a place that the locals proudly bring visiting relatives and friends to….

The place that’s always jumping with turbocharged workers and lines of delighted customers…

Even while nearby competitors are struggling just to stay in business…

It is a highly successful business…where it is difficult to get a job there…all the employees are thoroughly trained…and all the employees wear a smile…and share a laugh…

Does this describe your organization??

The Social Media world is a scary place. For most, it is an unknown entity. I can tell you that you need to be there and attack it with everything you have. Traditional media is being phased out…..and faster than you think it is. Today’s world is constantly on their “smart phones”, texting, tweeting, Facebooking, picture taking, video taking and perusing their way through the internet. They aren’t listening to the radio commercials or watching television ads nearly as much as they used to. You had better get on this Social Media wave before the wave crashes over your business and you become extinct!

This article, authored by me, is featured in the NEW Social Dealership Magazine!

Here is the link:

http://socialdealershipmagazine.com/the-social-dealership/august-20...