News for the Week of 2.25 

Facebook Reactions Are Here!

Facebook has been telling us about this enhancement, and now it’s finally here. Rather than simply clicking the little thumbs-up to like a post, users have 6 emoji options to help them express their feelings regarding posts and news. In an effort to respond to user feedback, Facebook is offering emotive icons that express everything from “love” to “sad” to “angry.” For dealerships on Facebook, be sure to give this simple new update a try. It’s an easy way to interact with your followers’ posts, as well as see how people are reacting to the content you share.

Facebook Instant Articles Program

Now open to all publishers of any size around the globe, Facebook’s Instant Articles program offers an extensive reading experience for Facebook users.  Globally, hundreds of publishers are working with Facebook to provide content, while the social media giant continues to make improvements, such as adding tools that allow users to open Instant Articles more broadly.  Intended to solve the problem of slow-opening web articles, the Instant Articles program is a benefit to all publishers and users, but specifically for those with connectivity issues.  Publishers have complete control over their Instant Articles content and can even bring their direct-sold ads and keep 100% of the revenue.  Additionally, they are able to track ad data via their existing measurement systems, or users can opt to monetize content through the Facebook Audience Network.  Facebook’s Instant Articles program offers users several options to create interactive and dynamic stories to better engage readers.  Dealerships, look toward Facebook as you continue to engage consumers with your brand.  Provide relevant, interesting content and use the latest tools and updates to help you reach an even broader audience.

Twitter Customer Service Tools

Aiming to help businesses provide even better customer service via their social platform, Twitter recently introduced two new customer service tools.  The first offers a simple way to start a Direct Message.  A great way for businesses to communicate and have private conversations with customers, the transition from Tweets to Direct Messages is now as simple as a single click.  By adding a deep link to their Tweets, businesses can automatically display a call to action button allowing customers to send Direct Messages.  The second update is a Customer Feedback feature, which enables users to share feedback with a business privately after an interaction is complete.  This feature allows businesses to use Net Promoter ScoreSM (NPS®) and Customer Satisfaction (CSAT) formats for receiving more structured feedback, in addition to the open-ended feedback they get from Tweets.  Dealerships can benefit from Twitter’s latest updates as they continue to offer top-notch customer service and strive to engage and interact with as many consumers as possible.  By personalizing your interactions and responding to consumer feedback, your dealership will gain a solid reputation in the industry, and you’ll build trust in your brand.

Facebook Video Metrics Updated

Facebook’s redesigned video metrics in Page Insights make it even easier for publishers to see how their videos are performing.  After taking into consideration the updates publishers wanted to see, Facebook has added several tools to help publishers refine their video strategies.  Metrics that will now be available to publishers include Minutes Viewed, Unique Viewers, Views, 10-Second Views, and Average % Completion (including Audience Retention and Average View Duration).  Many publishers rely on insights to track performance, as well as plan upcoming posts, so the latest updates and refinements will give them an even better view of how videos are performing.  Dealerships, in addition to creating and posting video, be sure to track performance by utilizing the latest tools and metrics available to you.  You’ll be able to see what’s resonating with your audience, and you can plan your content based on what’s getting the most traction.

Instagram Adds Two-Factor Authentication

Instagram confirmed it will soon roll out two-factor authentication before users can access accounts, meaning that in addition to verifying an email address and password, users will also have to verify a phone number.  With 400 million users, this was a necessary step to make it more difficult for hackers to break into user accounts.  Two-factor authentication is something Facebook, Instagram’s parent company, has had for quite a while, and without it, users are at risk of hacks that can lead to, not only stress, but also financial loss.  Dealerships that realize the importance of Instagram as an integral social network will be able to capitalize on the importance it plays in the lives of today’s consumers.  It appeals visually to shoppers, and you can use it to engage with timely updates.  Remember, don’t oversell; instead post content your consumers will find interesting and will likely want to share.

Hello, Twitter GIF Search

Twitter has realized just how popular GIF sharing has become, and in order to make it easier than ever to share, the platform has introduced their new GIF search.  Now, when users compose Tweets or Direct Messages, they can search the GIF library to find the perfect GIF to accompany them.  Users can simply click the new GIF button to either search by keyword or browse a variety of categories to find the perfect GIF for their purposes.  Dealerships, don’t be shy about occasionally adding a GIF to your Tweets.  Your shoppers, especially the younger generations, are accustomed to seeing online communication that includes things like occasional emojis and GIFs.  Just remember to keep your platform and your posts in mind, keep your add-ons in context, and if your content is lighthearted, it’s ok to go for a GIF every now and then.

Twitter Video Capture

Twitter recently introduced video capture and sharing in Direct Messages for all iOS and Android users.  Users can now record, upload, and share video via the Twitter app, which means users no longer need to have a Vine account in order to share videos with their followers.  With a max length of 30 seconds, there are two possibilities for uploading and sharing Twitter videos.  Users can either record directly from the app or upload videos from the gallery of the device being used.  Either way, videos are not played automatically when reached in a timeline; users must click play in order to view.  For dealerships on Twitter, take advantage of the latest updates and boost your audience by capturing and sharing videos via this app.  Consider engaging users in a video contest to boost interaction and interest in your brand.

Tip of the Week – Be a Consistent Presence

At first, guaranteeing a consistent presence may sound like it makes social media a much bigger job than you want it to be.  However, once you’ve established your presence on the platforms where you want to interact, you can easily schedule posts and make time for interaction without feeling like it’s taking up too much of your day.  Once you’ve connected with followers online, they’ll expect to see updates, content, and information from you on a regular basis, and when you follow through, not only will you gain loyalty from those already following you, but you’ll likely see more people gravitate toward you over time.  Check out some quick tips for helping you post regularly—without dedicating too many work hours to social media:

• Share third-party content.  When you find interesting and helpful content you think your followers would appreciate, be sure to share it via your social platforms.  Everything you share doesn’t have to be original.  Be sure to attribute it, comment on it quickly if you wish, and you’ll emerge as a thought leader who is willing to share the ideas of others.

• Schedule social time.  If social media is only a small portion of your day, be sure to schedule time for it so it doesn’t get overwhelming.  For example, block off early morning hours to prepare and schedule any posts you want to go out throughout the day, and likewise, plan a small amount of time in the afternoon to answer questions and/or give feedback.

• Set up a social calendar.  If you lay your plans out onto a social media calendar, you’ll be able to visualize exactly what you want to accomplish, and you can plan for consistent posting throughout the week to stay in touch with your followers.

• Plan for each channel.  All social channels are not alike.  You’ll probably plan more frequent posts for Twitter, and you’ll plan longer, more in-depth content if you’re on LinkedIn.  Plan according to the audience you’re trying to reach, the message you’re trying to convey, and the platform structure you’ll be on.

• Post images.  Your content doesn’t always have to be in-depth and wordy.  In fact, images tend to garner a lot of attention on their own.  You can consistently post and change things up by sharing quick pics with captions that convey your brand message or relevant information.

• Re-use, recycle, rework.  You put a lot of time and energy into your dealership’s content, so if you have a past post that’s been especially popular or that’s gotten a lot of traction, consider reworking it slightly and reposting.  You don’t have to re-invent the wheel every time in order to share great content.  This can save you some time and help you stay consistent with your posting.

When you are able to maintain a consistent online presence and interact with your audience, you’ll remain front of mind when it’s time for consumers to research vehicles, purchase, or visit a shop for service.  It’s worth the time it takes to schedule posts and plan to engage your online audience, because the trust and loyalty you gain will end up bringing more shoppers to your dealership.