F&I and Showroom, October 2015

Technology 30 F I and Showroom October 2015 ing or liking your page And what do they want to see Chances are they dont want a constant stream of marketing messages You also need to understand the size of your audience and balance your efforts accordingly If you have 100 likes on your Facebook page and 15 Twitter followers you may want to spend more of your time and resources at least initially building a sizable relevant audience instead of creating and posting content We see far too many social media accounts spend too much time and effort posting good content virtually nobody sees To build your audience on Facebook consider running carefully targeted Page Like ads You might start by targeting your own customers using Facebooks Custom Audiences When someone likes one of your posts be sure to invite them to like your page if they havent already To build your audience on other networks proactively network with other users engage with their content and follow them and you will be surprised by how many of them follow you back 3 Aim for Interaction Far too many businesses think social media is just about posting Social media is surprise social By definition that means a two way communication between two or more people Far too many businesses treat Instagram or other social media accounts as just fancy billboards If this is your approach you are missing most of the benefits social media can offer But when posting make sure a good percentage of your content has trackable calls to action e g an invitation to comment or share or even just a link to a website Watch your People Talking About This PTAT score on Facebook It varies by industry but its safe to say that if your engagement score PTAT divided by number of page likes is less than 3 you are doing something wrong 4 Use the Right Tools If your father was like mine he probably lectured you at least a couple dozen times about the importance of using the right tools for the job Social media is no exception as the platforms are all different I cringe when I see people cram their Twitter feed with automatic pushes from Facebook or when they post content obviously designed for Pinterest onto Google Individuals go to various social platforms with different expectations in mind and smart marketers need to understand those differences Many of the problems I see are the result of too many automated posts Once again social is social Until humans want to carry on conversations with machines marketers should avoid heavy social media automation Its OK to use great tools to make you and your people more efficient but good content creation and quality engagement will require a living breathing human at least for the foreseeable future 5 Invest Accordingly Qualified resources whether outsourced or in house are not cheap And 10 minutes a day is not going to result in an effective social media presence Its always strange when we hear dealers complain about how useless social media was for them but then we find out they were spending 200 per month on a vendor or had their receptionist manage their ISTOCKPHOTO COM TODOR TSVETKOV