Although social media has been around for some time now, it has yet to be utilized by the automotive industry because it has constantly relied on traditional advertisements. However, those who got an early start using social media marketing sites such as Facebook and Twitter have already begun to reap the benefits.
Two notable companies that have shown strong efforts in utilizing social media marketing tools are Ford and BMW. Ford has invested time, money, and creativity to help launch the Fiesta with Fiesta Movement. BMW on the other hand, has maintained their Facebook fan page with videos, images, information, and contact forms that try to actively engage with customers that visit the page.
However, the most important issue with social media marketing for the automotive industry is the lack of bridging dealers with the customers. As with car purchasing, people want to buy/lease from dealers that are within driving distance. To truly succeed local dealerships must handle social media within a local perimeter. In the early phases of social media, dealers tried and gave it a chance but gave up due to a lack of value and seeing no return on investment.
One notable dealership has taken social media marketing into their own hands. Marlboro Nissan in Boston, MA has increased their sales and potential customer base by being active with their Facebook, Twitter, and their own blog.
Since manufacturers are unable to provide support for dealerships, they must take matters into their own hands by going through vendors, seminars, or like services, to help dealers learn how to become more social. In other words, become more engaged. In regards to social media, there are four major components that can make or break the automotive industry.
· Blog and/or Social Network: Either social tool can help consumers communicate about the specific dealer and/or manufacturer.
· Social Network Engagement: As mentioned, it is vital for any business to be more engaged when employing a social media marketing campaign. Being more engaged means offering news, feedback, and engaging in conversations that may or may not be about your brand.
· Videos: Although video marketing is helpful, other types such as instructional videos about features for the car can help with branding.
· Search for Customers on Social Media platforms: There is a large potential customer base in regards to automobiles from people tweeting or updating their status about car-shopping.
Though this post is related to the late-adapting automotive industry, any business owner can learn to become more engaged with customers with Facebook and Twitter.
Written by Chris C.