This Week in Social Media

News for the Week of October 31

End Screens Feature From YouTube Available for All

When creators produce great content, it leaves viewers looking for more. End Screens is a great way to engage viewers, both on mobile devices and desktop, and encourage them to view more of videos. The current feature is Annotations, which is a desktop-only tool where links can be attached to creator videos, manually creating an end screen. End Screens is replacing this feature, making it easier to allow further reach via both mobile and desktop. Dealerships, continue to provide your followers with quality content via new and improved platforms. Give them a way to access all the content you have, as well as plenty of great reasons to view what you’re posting.  YouTube’s new tool offers you an improved way to engage viewers and allow them to easily access more of your content.

Facebook Offers Online Courses for Journalists

Courses are now available online via Facebook’s global training program, Blueprint. Facebook’s online courses for journalists were inspired by conversations with editors and journalists from around the world who wanted a way to gather in a single location to learn about the tools, products, and services Facebook offers. The focus of these courses will be based on three main ideas: discovering content, creating stories, and building audiences. These courses will include topics such as how journalists can utilize Facebook and Instagram, including product courses on Facebook Live, 360 photos and videos, and Instant Articles. Dealerships, don’t shy away from this opportunity because it’s directed toward journalists.  Take advantage of free modules and e-learning that will continually change to meet the needs of Facebook users.  Ensure you’re getting the most out of your social presence by picking up tips and tricks you can use with your very own audiences—and make Facebook work for your dealership.

Facebook Changes Branded Content Policy

Facebook has made a few more changes to its branded content policy, now allowing Verified Profiles to share branded content.  For a while, public figures—like musicians, actors, bloggers, and others—have wanted a way to monetize their content via social, and this update allows them to do exactly that.  By updating the Branded Content Policy, Facebook hopes to incentivize these individuals to share more quality content with fans, which includes branded content.  While the Branded Content Policy has been updated to include Verified Profiles, the overall substance of the policy has not changed, and users remain responsible for ensuring legal obligations are met before posting.  Dealerships, it’s now easier than ever to collaborate with marketers, businesses, influencers, and individuals to share branded content on Facebook.  When you’re creative and dedicated to making interesting, relevant campaigns, it’s worth your time to partner with others who can help ensure your campaigns get the most possible traction in the marketplace.

Bye-Bye, Vine

Twitter recently announced it’s going to be giving Vine the boot, with final good-byes planned within the coming months. This announcement was made shortly after the release of Twitter’s Q3 Earnings Report, where the company revealed other product updates, as well as a plan to lay off somewhere around 9% of its workforce. (The company is currently restructuring to ensure it can still run and operate on its own.) Along with the announcement of Vine’s demise, the company reassured users nothing will happen to the website, the app, or existing Vines today, allowing everyone time to save and view any Vines before final discontinuation. As changes begin to take place, users will be updated via Vine’s Twitter account regarding details and updates. Dealerships, this is a great time to ensure you are staying up to date with consumer preferences and watching changing trends.  If you’re still focused on Vine, it’s time to update your plan!  It’s ideal to know exactly where your audience is hanging out—and then work to build relationships and interact with them there.  You’ll get more interaction, exposure, and traction for your brand, and you’ll save energy by making sure you know where consumers are hanging out before you create your content and post.

Facebook and PayPal Payment Options for Messenger

PayPal has extended its services, now offering payment via Facebook Messenger. Both parties were looking for a way to make mobile commerce easier and smarter, and they concluded that integrating Messenger and PayPal into one easy place to manage transactions and receipts would benefit both businesses and consumers.  A nod to the fast-paced world today’s consumers are accustomed to, this newest functionality streamlines online shopping even more. PayPal customers in the U.S. will have access to this option and will soon be able to receive notifications in Messenger as well. Dealerships, even though PayPal may not be your primary payment source, today’s shoppers are becoming more accustomed to the conveniences of online shopping and payments.  In addition to staying on top of your online messaging, it might be time to consider online payment options for maintenance and service customers to streamline the service drive experience and let customers know you’re all about making things convenient for them.  You’ll stand out as a leader in the industry when you innovate in small ways that offer big-time conveniences for shoppers!

Tip of the Week – Be Responsive to Earn Trust

Consumers are on the lookout for businesses that are responsive and attentive—no matter the industry.  When your dealership demonstrates you care about shoppers and are genuinely interested in interacting with them, answering questions in a timely manner, and providing important information, you’ll build better relationships and make more sales.  It’s as simple as that.  You can change the way customers see you by doing a few simple things:

• Answer all calls. When the phone rings, within operating hours, ensure there’s always someone there to answer it.  It’s a huge turnoff to potential customers when they have to wait on the line, listen to an endlessly-ringing phone, or leave a message on a machine.  (In fact, they probably won’t leave a message.)  When you have someone there to answer every call, you’re letting customers know they can rely on you whenever they need you.
• Reply to every message. You’ll build trust with your customers when you answer every message.  Positive or negative, on Facebook or via text, be sure you answer every message.  It doesn’t take long to respond to feedback, and you’ll be showing both current and potential future customers you’re responsive and interested in ensuring their satisfaction.
• Be timely. Customers are looking for quick responses from you.  In fact, 7 of 10 Twitter users expect responses from businesses, and of those, 53% expect a response in less than an hour!  For your dealership, set a standard window so those who are responding to comments and feedback have a guideline to go by.
• Be ready with the answers. This doesn’t mean you need to know everything; instead work to get the answers your customers need.  It may take some work or some research, but when you do the legwork and provide solid information, you’ll stand out as a reliable source.  And your reliability will build trust, in turn ensuring you sell more cars.
• Offer proactive solutions. Not all customer feedback will be good, so when customers have complaints or issues, be ready to offer solutions.  Most unsatisfied customers just want to know they’ve been heard, and once you offer a personalized response and suggest a way to fix the situation, they’ll likely respond in a positive way.  By reacting proactively, you’re letting them know their business is important to you—and you’re letting future shoppers know your dealership puts customers first.

It’s a fast-paced, online world, and your customers can get just about any information they want online.  They’re also able to share everything about their shopping experiences online—and that’s why it’s more important than ever to ensure you’re building and maintaining your customer relationships.  When you are responsive, you’re letting consumers know how important their business is to your dealership.  You’ll earn their trust, and in turn, their business.