News for the Week of August 10, 2015

Hey everyone! @SocialLittleman here with your weekly social media news and highlights.  I’d love to hear if these updates are helpful to you, so leave me a comment, Tweet or Facebook me and let me know!

Instagram Ads API Partner Program

As promised in June, Instagram followed through and launched the Ads API Partner Program, introducing the ability to schedule and publish content, monitor audiences, and share access to Instagram accounts across teams. Launch partners include Ampush, Brand Networks, 4C, Kenshoo, Nanigans, Salesforce Marketing Cloud, Social Code, and Unified. According to Jamie Tedford, co-founder and CEO of Brand Networks, this will help brands use the same advanced Facebook tools to target audiences and deliver relevant advertising campaigns. Savvy dealerships should keep their eyes open to the possibilities of reaching a broader customer base through Instagram advertising in the near future.

New Communications Features for Facebook Pages

Facebook is responding to the need for improved communication between businesses by enhancing its Pages functionality. Users will now enjoy a more personal way to connect with businesses via a new Send Message button, which allows individuals to initiate private conversations with business pages from News Feed ads. In turn, businesses will be able to see which ad prompted individuals to send a message, and they’ll be able to reply and follow up to consumer interaction. Additionally, Facebook Pages will soon allow Page admins to reply to public comments via private message, making it even more efficient to resolve and handle customer requests. Finally, business that are known for responding to individual messages will be rewarded with a “Very responsive to messages” badge that will appear on their profiles, allowing users to identify and communicate with businesses that are the most responsive. For dealerships looking to boost business via Facebook, these updated communications tools are a great way to stay in touch with your market and interact on a regular basis.

Facebook Live Video Streaming

Facebook recently introduced Live, a way for public figures and influencers to share live video with their fans in real time. A way of growing and engaging a fan base, Live can be used to build an audience and connect in a relevant way with your followers. The app is a way for Facebook users to connect with, comment on, like, or share what their favorite public figures are up to. Currently only available for those with verified Pages in the U.S., Facebook is planning to extend availability of the app in the near future. We all know consumers are increasingly visual shoppers, and the ability to share live video directly from your lot to Facebook will allow you to reach your market in a new and innovative way. Keep your eyes on this to expand from a test market to full accessibility!

Facebook Messenger for Business

Facebook continues to innovate, making it easier than ever for businesses to stay in touch and have real-time conversations with customers wherever they are. Introducing Business on Messenger, Facebook offers your customers the opportunity to sign up for personalized updates from you when they check out on your website. Once your customers select this option, you’ll be able to send them relevant, detailed messages including order updates, product information, and more. This also gives customers the information necessary to reach out to your business whenever they need to communicate with you. Offering live chat, photo capabilities, and text, you’ll be able to deliver customer service on an entirely new level. Dealerships will want to hone in on this newest offering from Facebook Messenger, which will allow them to communicate with individual customers in real time, while providing top-line customer service.

Twitter Ads Editor

Businesses that are managing several ads at once will be glad to see the launch of the Twitter Ads editor. Using Excel to manage campaigns, this tool will help advertisers create and manage multiple ads simultaneously. By downloading an Excel spreadsheet, users can plan and edit campaign end dates, budgets, and targeting criteria; and once the spreadsheet is ready, it can be uploaded and applied instantly with a single click. It’s easy to add new campaigns and edit multiple times with the Twitter Ads editor, making managing ads in bulk a much easier task than it has ever been before. Busy dealerships that are balancing multiple ads should take a peek at this tool to see how it can help simplify and streamline the Twitter Ads process.

Google AdWords Introduces Easier Way to Create Display Campaigns

Based on marketing objectives, users can now choose settings in the new setup flow for creating Display campaigns on Google. Google knows marketers start every campaign with an objective, and by introducing an easier way to select the right settings, users will be able to deliver a more targeted campaign. The new Display setup includes a list of objectives designed for marketers of all sizes and many industries, and once marketers have selected a marketing objective, they are guided by AdWords to the most relevant settings to meet the objective. Although AdWords makes suggestions, individual marketers are still in the driver’s seat, leaving the final setting decisions up to them. Dealerships looking for keyword guidance, help with building consumer awareness, and audience targeting should investigate the newest capabilities of Google AdWords.

Tip of the Week—Remember the 80/20 Rule

As a thought leader in your industry, keep in mind your online followers and customers look to you for valuable advice and knowledge, and when you are able to share helpful or interesting content, they will continue to seek you out. Everyone is in business to sell, but be careful not to inundate your online audience with too much selling. We’ve probably all seen the posts in our individual Facebook feeds that go overboard—either individuals selling weight loss products or businesses posting continuous ads—and our first inclination is either to block them from our feeds or unfriend them completely. Overselling and getting blocked by your online followers is not the outcome you’re looking for, so be sure to strike a balance with your content by using the following tips:

• Follow the 80/20 Rule. Ensure 80% of what you post is quality content that offers something of interest to your online followers. Try articles like car-care tips, local interest, and events your dealership is hosting. Keep selling content to only 20% of your total posts, and use those posts to update your followers about great new promotions or inventory that’s exciting.
• Provide great content. It will feel like you’re not selling, but by educating your online audience, you are building your brand and expanding your reach. This is the new way of selling, and you’ll find yourself seeing greater success and happier customers.
• Interact with customers online. Your customers—both pre-sale and post-sale—are online, and that’s where you need to be, too. Not only should be you be posting quality content for them to enjoy, but be there to interact with them and respond when they react to your posts. Their feedback will help you build your brand!
• Be a leader. Many dealerships and businesses haven’t yet figured out the power of social media. If you’ve already figured it out, you’re ahead of the game, so use that to your advantage. Consumers will appreciate your innovative attitude and your willingness to meet them where they want to shop and do their research.

By following the 80/20 Rule and posting quality content your audience wants to read, you’ll soon position yourself as the go-to dealership when it comes to online knowledge sharing. Interacting with your online followers is key, and when you offer relevant content that fills a consumer need, consumers will look to you as their dealership of choice. Happy content sharing!