Presented by Cars.com
Social media is a great way to engage, retain and motivate your dealership’s customers, but being truly effective in growing your audience and garnering engagement requires more than posting inventory photos and promotional status updates.
When and managing your presence, these tips can help ensure your social media presence showcases your value and reputation.
• Facebook “must-do” #1: Tell Your Story
Visual and written content matters when it comes to making a good impression. Make sure there’s something memorable for your customers to see by uploading an eye-catching cover photo, as well as a profile picture that makes it easy to identify your store at a quick glance, like your logo. Check out Facebook’s to ensure the graphics will appear as you intend.
Next, fill in the “About” section. This section does more than state your location or hours – it’s your chance to tell potential shoppers why they should buy from you.
• Facebook “must-do” #2: Build Your Audience
Creating content for your Facebook page reaches more customers when you actively grow your fan base. Start small by getting friends, family and dealership employees to “like” your page, then transition into obtaining customer “likes” by adding an icon to your website and email signature, integrating social content with your advertising and posting signage at your store. Mobile customers can even text “Like” and your dealership’s unique Facebook name (typically the text after www.facebook.com, such as “DealerADvantage” in www.facebook.com/dealeradvantage) to 32665.
• Facebook “must-do” #3: Give Your Customers a Shout-out
It’s a fact: People like to share good news. Use that to your advantage and help your customers brag about their vehicle purchase, increasing your dealership’s exposure in the process. Use your smartphone to take a photo of each customer with their vehicle just before they drive off your lot and ask them for permission to post it to your dealership’s Facebook page. If they agree, encourage them to “Like” your page, tag themselves in the photo and share it to their own page, making it easy for them to share the good news with their friends and family.
Doing this broadcasts the photo to your customers’ networks in addition to the fans you already have, amplifying your reach and potentially earning new “Likes” via your customers’ networks.
• Facebook “must-do” #4: Highlight Your Commitment to Your Community
If your dealership supports local charities and community groups, use Facebook to share your contribution and raise awareness. Recent data reinforces that car dealerships are a crucial and positive component of local economies. In fact, the average dealership hired 3 new employees last year. As with any successful business, people will love to hear about how your store gives back. By posting photos and tagging sponsored organizations, your dealership’s local involvement will resonate with its online community.
• Facebook “must-do” #5: Be Valuable
Many consumers follow brands’ Facebook pages for special deals, but providing incentives that truly interest your audience is key. If you’re posting about a special promotion or sale, do your best to make it worthwhile – “$5 off of an oil change” may turn some heads, but customers may find “$5 off of a service bill of $400 or more” less interesting, decreasing the value they feel they receive by being connected with your store overall. Test your audience and modify incentives based on engagement. Also, focus on service and trade-in offers, since many of your fans are likely current customers. Check out our tips for using Facebook Offers . Though there’s no limit to how creative you can be with your dealership’s Facebook page, following these five tips will set your dealership up for success.
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