Are Hand-Me-Downs Acceptable at Your Dealership?
Look, I get it. I understand that it’s hard for vendors and OEMs to produce a social media solution for their dealers that scales properly while still bringing in good content. I do not, however, understand the concept of not even trying to mix things up. There’s an easy road and a hard road for automotive social media, but there’s also the right road, the one that scales properly while still maintaining individuality and creativity at the core of the service.
I know this for a fact. I’ve developed it.
It wasn’t easy, but it wasn’t hard, either. It took some time, plenty of planning, a ton of testing, and an unyielding principle to do for clients what I would want done if I were at a dealership, but the results have been astounding (beyond my own expectations) and the effort is exactly as it should be – enough to make a strategy that helps dealers sell more cars but not so much that it become cost prohibitive. Every dealer and vendor should examine what they’re doing in social media and decide whether or not it’s worth risking your dealership’s reputation by reposting content from someone else.
Keep in mind, sharing is perfectly acceptable. If you see something on a different Facebook page that your audience will enjoy, share it! Don’t do it too often – it’s not algorithmically viable to have shared content filling your page – but it’s better than grabbing it and reposting it. What’s worse is to grab it and repost it on a bunch of other dealers’ pages as well.
I first noticed this during the Toyota Corolla launch a couple of weeks ago. We posted an image of the new Corolla and it did very well for our client. Minutes later, it was posted again. And again. And again. There’s no telling how many Toyota dealers had the same content posted almost simultaneously, but it wasn’t a case of imitation being the best for of flattery. It was ridiculous, but I let it go. Maybe someone was in a hurry. Maybe our post was just that compelling and needed to be shared. I didn’t think it was a standard practice, but now I know differently.
You deserve better. Your content should be unique regardless of how widespread your marketing company is. Again, and I cannot stress this enough, it’s scalable and extremely effective to post 100% unique content on Facebook for hundreds, even thousands of clients. It’s not acceptable to take shortcuts for the sake of a vendor’s bottom line. It shouldn’t be this way. There’s way too much potential with social media done the right way to allow laziness or cost savings to supersede a client’s needs.
That’s it. Sorry for the rant. This stuff gets me riled up.