Last month we covered the basics of setting up your social media sites correctly. This month, we’re going to tackle “Daily Management.” In simple terms, “Daily Management” is what to post, when (or how often) to post, who should do it and who should monitor and respond to feedback on the sites.
Someone on staff who already handles your website or internet could be the perfect person to take on your social media, but first evaluate a couple of things. Are they someone who has sufficient time to manage it (it can take from 30 minutes to several hours a day), has the technical skills, and is connected and knows your product, store and brand? And while a salesperson may seem ideal, you need someone with a willingness to post content that benefits the store overall, not just their personal connections and commissions. Ideally, an experienced, external “brand ambassador” will work with key sales, service, and other store personnel to provide the strongest benefits for your program.
When (How Often)?
We follow the “Mr. Ed” rule. When did Mr. Ed speak? When he had something to say! Content should drive your postings, not the desire to hit a certain number of posts per day. That being said, you should strive to keep your site as current and fresh as possible.
The current industry rule of thumb is 60 percent brand content, 30 percent store content, 10 percent sales content. Remember, social media is ‘opt in’. The biggest single mistake we see dealership make is to treat their social media space like it’s a print ad and continuously provide ‘classified ads’ in their wall posts, because it’s just as easy for fans to ‘opt out’ if your content becomes something they’re not interested in. The goal is to provide a reasonable balance of engaging brand content along with sales stuff.
There are many things you can do that both brand and sell such as posting pictures of new customers with their vehicles, talking about service specials, new models, new programs, new incentives, credit union sales or other special events. How about all those important community causes and charities your store is involved with? In addition to telling your ‘fans’ about them—get the charity or cause to reach out to their social media fan base to promote their involvement with you.
Lastly, remember to listen. Social media efforts should focus on core fans and the fact that they have a far greater ability than the brand itself to create more fans. According to leading social media experts "You want to view your ‘fans’ as owners of the brand and cultivate them carefully." Just as a person who uses a brand is more likely to "friend" it in social media, a person who becomes a fan of a brand or product on social media (perhaps by recommendation) is more likely to then become a customer.