by CDK Global | 12/17/2015

A Prescription for Social Media.

Public Service Announcement: If your dealership isn’t already on social media, you need to be. Social media is influencing consumer thoughts as well as behavior. In fact, 16 percent of car buyers cite social media as the most influential source in their decision, compared to 10 percent for traditional ads and 8 percent for digital ads.1 When a consumer wants a recommendation, they’re much more likely to turn to friends and family. Nowadays, 80 percent of consumers will turn to social media for car buying advice before a sales associate. You can’t afford not to get social. Just because you’re jumping on the bandwagon doesn’t mean you need to go overboard. One of the biggest mistakes companies make is going for the “all or nothing” approach and signing up for every single social media site out there. Are the high school kids on Vine really your target audience? Probably not. Just think of social media as a pill your doctor might prescribe. Will it do what I need it to? Do I really want to waste money on unnecessary drugs? With the right diagnosis, this social media doctor can prescribe the best channels for your dealership. Facebook Facebook is still the powerful Big Brother with 71 percent of all Internet users posting, liking and commenting. This accounts for 58 percent of the total U.S. population! If you’re looking for a broad, generalized reach, look no further. Facebook gives you access to people of all ages, races, backgrounds and interests, so if you’re a company that appeals to a general audience, Facebook is your best bet. Twitter While Twitter garners a lot of attention, it has a much more selective community. Only 23 percent of Internet users are on Twitter, with the majority of those being millennials. Twitter is unique in that most Twitter users are college educated, live in urban areas and have annual household incomes of over $50,000. Instagram Very recently, Instagram has gained momentum to become one of the more prominent social media platforms. Instagram is one of the first image-based social media platforms. Twenty-six percent of adult Internet users are on Instagram. Minorities also have a stronger presence on Instagram than on other social media platforms. Unlike Twitter, Instagram users are pretty evenly spread across education levels, household incomes and location. However, much like Twitter, millennials account for the majority of Instagram users. Pinterest If you’re interested in reaching communities of women, Pinterest is without a doubt your best bet. (Pay attention car dealers: women influence the majority of purchasing decisions.) Forty-two percent of women who are online are on Pinterest, compared to only 13% of men. The majority of these women are white, and compared to other platforms; there is a higher rural and suburban community present. Similar to Instagram, Pinterest uses images as its primary source of social content. LinkedIn LinkedIn, as you might expect, is home to many well-educated individuals with high household incomes. Thirty to 64-year-olds dominate LinkedIn and users are primarily in urban and suburban areas. Snapchat, Vine, Tumblr & Reddit If you’re looking to target millennials, engaging on these platforms is a great idea. Each platform has a different type of audience, specifically based on the type of content that is being created as opposed to the demographics. Snapchat is great for quick updates or behind-the-scenes looks. Vine complements humor, song and dance. Tumblr and Reddit generally revolve around fandoms, humor and progressive politics. Below embed for poll

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When deciding where to focus your social media efforts, take into account the basic demographics of each platform. As you engage more within the platforms, you’ll also get a better understanding of what types of content to create and how to engage with particular audiences in each social network. Keep in mind too that it’s better to focus your efforts on one platform and commit to engaging on that one, than to overcommit and attempt to engage on every platform. Concentrate your efforts and pay attention to the complexities of each platform you’re on. If you need help navigating the platforms, demographics and audiences, our social media experts can help you make a plan and even execute it for you. If you’ve got it all figured out, enrolling in CDK Social Media Management can give you the tools you need to leverage your social media savvy to make your presence go the extra mile. About the Author Kelsey Kruzel is CDK Global’s Social Media Specialist. From writing posts to creating graphics, she maintains that nothing should be allowed to exist without a strategy. As the resident millennial in the marketing department, she enjoys having her coworkers explain references that are lost on her and telling people that yes, social media is a job.
1 CrowdTap poll of car buyers, Feb. 2015 2 Icon made by Freepik from