A Recipe for “Social Snacks”
Today, 69 percent of Americans use social media in one form or another — it’s a medium that dealerships can’t ignore. Everyone knows a business has to have a Facebook page, but how can you build channels that invite your customers to engage with your business? By thinking of content as “social snacks” to schedule throughout the day, you can create a winning social media strategy for your dealership.
Step 1: Identify Your Channels
The first step in the recipe is to find the right channels for your posts. With dozens of possible channels, you need to be smart about where you show up. Posting is about quality not quantity, so only pick three channels to focus your efforts — including Facebook. Think about your dealership goals when choosing the other two channels. Trying to grow your Service and Parts share? YouTube and how-to videos are the way to go. Want to highlight your lifted trucks? Head to Pinterest or Instagram for more photo-focused sharing. Looking to be part of the classic car talk? Check out the conversation on Twitter.
Step 2: What to Post
Once you know where you will post, step two is to figure out what you should post. Social media for dealerships isn’t about the active selling of cars. Your posts shouldn’t contain prices, ads or repeatedly post about individual vehicles. Instead, your posts should be about showing your brand and voice. Try to follow the 70/20/10 rule of posts: 70 percent should be focused on your customers, 20 percent on the community and 10 percent on your dealership.
Customer posts should be informational posts for current or potential customers, but shouldn’t focus on the “hard sell”. These could include photos of customers with their new cars or your sales team doing a walk-around of a new vehicle. For example, you could engage with your consumer audience by using “Throwback Thursday” as a chance to share photos of classic cars and ask people to share their memories of that car. Community posts provide information related to your local area, but don’t directly talk about your dealership. These could include reposts of charity events, parties, races, sporting events, or local high school news. Lastly, dealership posts should not include cars or sales, but should highlight people who work there, organizations you sponsor, or articles you found interesting.
Step 3: Organize and Schedule
To make the social snack recipe work best, you need to find the right mix of organizing and scheduling your posts. To be successful on social media, you’ll want to post consistently and at the right time to get the most views. You don’t have to post every day of the week, but plan for a minimum of five posts a week to share across the three different channels. Posting to multiple channels doesn’t mean copying and pasting; a post that does well on Facebook might not be suitable for Twitter. Be sure to adjust your posts depending on your target audience. You may also want to use an online tool to help you schedule content. With CDK Social Media Essentials, you have access to tools that schedule social media posts to Facebook, Twitter, Google Plus, or your blog.
Want to learn more about the recipe for successful social media? Listen to the webinar on SEO & Social Media Strategy. Still curious? Give your Account Advocate a call today to talk about our social media products.