There are several benefits to having a strong social media presence. It's great for branding. It gives you a two-way communication avenue with customers. The public relations component can be very powerful.
All of these are secondary. Don't get me wrong; I'm definitely not suggesting that there's no value in these important components. However, the real juice with social media comes in the form of hyper-targeting and driving those shoppers to your website in order to sell them a vehicle.
That's the point, right? We might love to get involved in the community or be a resource that localizes the latest OEM news, but at the end of the day we're here to sell more cars. That's why it's so very important for dealers to take advantage of the targeting and traffic-driving capabilities of sites like Facebook and Twitter.
Again, before anyone misquotes me, I'm not suggesting that you should abandon your page and let dark posts rule your social media budget. However, if you're spending $1000 a month on keeping your social media presence strong, you should be spending at least $2000 to drive shoppers to your website. At under $2 a click, it's a no-brainer. You're probably spending $4 per click or more through search. Why wouldn't you send the same buyers for less on social?
The shopper-driving abilities of social media are so powerful, we confidently offer a guarantee. Don't be one who starts late. Eventually, most dealers will be doing it. Why not get a head start?