Why Customer Don’t Care About Your (Current) Social Efforts

Do you remember the first car you ever bought? I do. It was a 1992 Mazda MX-6.

It was my pride and joy. I can remember how excited I was when I first bought it. I can remember how well I kept it for the first year. It was meticulous. Rinse, wash, rinse, scrub, rinse, wax, polish. Repeat again the following weekend…Then, little by little, my interest level started to slip. The shiny white coupe got vacuumed a little less frequently, the dashboard was polished only once in a while, and there were eventually a few dings that went un-buffed.

It happens with most things we buy. It can even happen with the relationships we develop. Over time, the novelty of “new and exciting” wears off and is replaced by utility, its intrinsic value.

When Novelty Wears Off

Social media is a fickle beast. It brings so much promise and garners so much industry attention, but often fails to deliver the results dealers are hoping for. But, why?

Car buyers might be excited about their new purchase through your dealerships for a short while, but eventually customers tune dealerships out on the social media platforms you’ve asked them to follow, because you are no longer relevant to them.

Customers who bought from you six months ago don’t care that you are having your end of year clearance, because they don’t need another car. They don’t care when you sell another car, because it doesn’t impact their world.

They care about things that affect their lives. They get excited when they buy a car, or when their best friend has a baby, or when their sister gets a promotion at work. Social media is about them.

Make It About Them, Not You

If you expect customers to care about and engage with your dealership on an ongoing basis (read: social media), you need to show them that you care about them. You need to provide them with things that improve their lives for the better—not yours.

Think about it: you aren’t going to buy a new laptop tonight just, because Apple really wants you to. Businesses aren’t going to hire a new accounting firm, because the accountants could use a few extra bucks. People don’t buy a new Corvette every time Chevy has a bad quarter.

We decide who we buy from and where we spend our money based on the impact it will have on our own lives. We buy computers, because they make us more creative, efficient, or productive (or a combination of them). We hire accounting firms, because they save us time, keep us legal, and save us money in the long run. We buy Corvettes, because they makes us feel fast and look awesome.

We all act in a way that is consistent with who we are or who we aspire to be. That’s why the world’s most effective marketing tells stories that align with their world views and change their lives.

Ask Yourself This Simple Question

The next time you get ready to update a status on Facebook, Twitter, or Instagram, ask yourself: “Will what I’m about to post make our fans’/customers’ lives better or am I just posting something that only the dealership cares about?”

Matt Russo is the Founder of Social Auto Leads. You can find more about Matt on Twitter, LinkedIn, About.me, and his own Blog.

Matt Russo


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