The evolution of automotive social media has been an amazing thing to behold over the years. We've all seen strategies come and go. Some worked. Some didn't. Today, we have the luxury of having narrowed down the strategies that have proven to be effective today and that should continue to be effective in the near future.
Nobody knows what changes will happen in social media tomorrow, let alone next month or next year, but we do have an idea about the overarching strategies that are proving to be the most successful. Thankfully, it has been narrowed down to two different types that happen to be extremes. The area in between these extremes can be classified as "no man's land".
Some would call it an "all in" or "all out" partition in social media, but it's really not that black and white. The better way to look at it is that you can either be exceptionally aggressive and consumed by social media or you can take a more strategically casual approach.
The Aggressive Style
This social media strategy involves time and money. Dealers who want to invest into a full-time content marketing or social media management person can do so and are able to find success. This strategy involves getting out to the community, taking lots of pictures and videos, and building a base of powerful content that can help to draw attention and traffic to the dealership.
It also requires advertising money. The demise of organic reach on social media sites like Facebook means that a dealer can put a ton of effort into social media without any real return if they don't put substantial advertising dollars behind it.
The other side of the coin is also as bleak. Dealers can put money behind their posts, but if they aren't filled with truly awesome content, the money will be wasted and the ROI will be minimal.
The Strategically Casual Style
For dealers who want to have a powerful social media presence but who are not willing to throw thousands of dollars and a full-time employee into the social media mix, the strategically casual strategy is ideal. It acknowledges that organic reach is minimal but still allows for the benefits to come through social media that derive from other sources.
People are going to your pages and profiles every day. They might click through from your website. They might find them on a search for your name. Regardless of how they got there, what they see can be an important differentiator between you and your competitors.
Rather than putting a lot of time and energy into social media, dealers that use this style still build on their social profiles and pages constantly and with powerful content, but they do so in a way that doesn't cost take away from other activities. They use social media tool such as ours to post inventory, industry news, videos, and blog posts on Facebook and Twitter, giving their page the robust content that people want without the investment associated with an aggressive strategy.
No Man's Land
The most common strategy that dealers are using falls right in the middle. They don't go all out with time or budget, but they don't simplify it, either. They try to do some of the aggressive strategy.
It doesn't work.
The benefits are similar to what a dealer would get from using easy tools like ours, but require more effort and budget. If you're going to get aggressive, that's great and there are doors that can be unlocked with this strategy. If you're not going to go "all in" with social media, it makes a whole lot of sense to use a service like ours to save time and money while still building a powerful social media presence.