The social networking and media jungle is constantly changing, and sometimes automotive dealers get lost trying to cut through the bush to
stay ahead of current trends. Although it’s beneficial to stay
knowledgeable in the shifting social media arena, using the 1,000 pound
Gorilla (Facebook) to its maximum potential will provide a dealership
with the biggest return on investment.

As we already know, Facebook is the world’s largest social networking platform. What may not be so familiar is the amount of time the average
person spends on Facebook each day. According to Alexa, a third-party
website rater, the average Facebook-er spends over 30 minutes per day on
the network. So even though there are tens of thousands of social
networking sites that include features like GPS targeted apps,
micro-blogging functions, and more, statistics show that Facebook is
still the 1,000 pound Gorilla, with no signs of slowing down.

Results from our recent surveys for a dealer in the Chicago area show
that 82% of their customer database using social media is exclusively
using Facebook. That compares to 8% MySpace, 6% Twitter, and 4% using
both Facebook and Twitter. How can this information benefit your
dealership? For starters, you now know that over 3/4 of the people in
your database are probably using Facebook solely as their social network
of choice. That means your sales staff and managers can be confident
that Facebook should be your point of focus for the dealership’s social
networking efforts.

Now I know what you’re saying… What about Twitter, Foursquare, GoWalla, MySpace, LinkedIn, and thousands more?! I would say you’re
right, but how many dealerships can say that their staff have sufficient
time to manage and grow these networks properly with specials,
promotions, and information on a daily and hourly basis? That’s why it’s
crucial to focus on Facebook, because you can achieve many of the same
benefits that the other networks and apps give if you stick with the
Gorilla.

GPS Targeted Updates? Facebook Places. Notifications & ‘Likes’ Updates? Your business page can create events and send updates
instantaneously to your entire following, just like Twitter does. Video,
Audio, Photos? Check, Check, Check. If you use Facebook properly, you
can more effectively reach car buyers and past customers. Post video
deliveries and tag your customers, create events and share updates for
social promotions, take photos of your everyday activities, give
benefits to customers for checking in at the dealership on Facebook
Places, and much much more. But, most importantly, network, and have
fun! It’s an online cocktail party, so share personal interests,
stories, and experiences that will allow the car buyers to connect and
interact on your dealership’s business page!

The stats are there and it’s time for your dealership to stop being lost in the jungle by constantly wavering over new networks and where to
focus time. The Gorilla (Facebook) is the king, and anything you’d like
to achieve in the Social Networking arena is possible. Reaching more
people more efficiently to get more leads for your dealership–isn’t that
what advertising is all about? More than 3/4 of your customers and car
buyers are there, every day. It’s time your dealership spent the time to
capitalize on Facebook’s endless opportunity.

For more information on using Facebook to promote your dealership, please contact us.

POTRATZ
Paul Potratz
518-788-4724
paul@ppadv.com
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