I was moderating a small panel at a conference about two and a half years ago that focused on Facebook fans. The two panelists represented the two different sides of Facebook promotion at the time: one focused on local quality fans and the other focused on bulk fans. After the debate, one might have called it a draw. That was over two years ago. Today, there’s really only one side that deserves any representation at all. Local businesses should focus solely on getting local fans, period. To get a broad reach of fans outside of the market area as a local business can do more harm than good.
Almost everybody and their mother (Still haven’t accepted my Mom’s friend request), has a Facebook account. Nowadays, Facebook is not only used for personal use, but by businesses as well. A variety of businesses from your local small town deli, all the way up to big names like Nike, have a Facebook page and use it to create product awareness and customer engagement. Some companies will benefit from Facebook better than others.
I wouldn’t go so far as to say that it’s the main point, but it’s definitely one of the keys. Exposure on social media is an extremely high-potential benefit of having a strong presence on social media sites, particularly Facebook.
When you think about buying a car, you most likely surf the internet looking for automobile sites, or dealership homepages to get an idea on a certain vehicle and gather some information. One thing most of us would never think to do is use social media when we are car-shopping.
Social media icons and signs that say “Like us on Facebook” or “Follow us on Twitter” aren’t nearly as common in brick and mortar stores today as they were a couple of years ago. Many companies who tried to make it work (or are still trying) found that the presence of signs didn’t do much to improve their following.
There is a truly annoying trend that I’m seeing when visiting the various Facebook pages I check out on daily basis. If you were to ask the page managers if they’re trying to stand out, most would claim that it’s their goal. When you look at the actual pages, you’ll see that the exact opposite is true. So many are trying to blend in on Facebook, to post the same images and links that they see are performing well for profiles or popular pages. While this is a valid strategy, it’s definitely not the type of strategy that’s going to help you truly stand out in the sea of posts that flood everyone’s news feed.
I’ve started hearing the second worst advice coming from social media “experts” that I’ve ever heard. It’s just a notch above “buy thousands of fans and followers” on the social media advice scale.
There are many mistakes made by businesses on Facebook. We detail the most egregious ones here from time to time in an attempt to help others not make the same mistakes. There’s one mistake in particular that is almost unforgivable for the simple reason that it’s so darn easy while being pretty darn effective. Businesses are so focused on their own pages that they often neglect to take their pages out into the rest of the Facebook world and interact there.
This is Part 5 in a 5 part series. Please read the previous posts first or none of this will really make any sense.
- Part I: The Key to Search and Social in 2013 and Beyond
- Part II: Picking the Power Accounts at Your Dealership
- Part III: Building Your Dealership Power Accounts
- Part IV: Wielding Your Power Accounts Properly
There was a promise back in 2007 and 2008 that was made to businesses, particularly those with physical locations. It was clear that there was something about social media sites like MySpace, Delicious, Digg, and the up-and-coming Facebook that could be used to promote business activity in the real world. Fewer people were on it and most businesses either dabbled, waited, or dismissed it, but for those who dove in and really gave it a shot, the promise was that it could eventually become the most important part of online marketing. Some even said that it would replace websites altogether.
Over at Automotive Digital Marketing, there’s been a long discussion started by Jim Ziegler about Carfax and its place in the automotive community. I haven’t chimed in because, quite frankly, I’m not needed there. The discussion is self-perpetuating and there’s no shortage of opinions.