What Dealerships are doing Facebook right? Part 1

by | Sep 26, 2017 | Digital Marketing, Insights, Social Media | 0 comments

Many dealers are turned off by Facebook because of its a place where people just post pictures of their food or read nonsense articles and waste time.  However, as a marketer, those reasons are the most enticing reasons for developing Facebook into a lead source for dealers.  Yes, that’s right–I said a lead source.

As much as we don’t want to think about it, Facebook has a tremendous amount of data and information about us.  Eamon Bailey, a character from the 2017 movie ‘The Circle’, a fictional story about big data companies says, “Knowing is good, but knowing everything is better”.

While this is fictional, companies like Facebook and Oracle have a tremendous amount of data on us.  Even Target is able to not only tell if a woman is pregnant but approximately when her due date is based on items she purchases.  This was in 2012.

As a digital marketing company for the automotive industry, we are passionate about Facebook, but not because we think it is the hip thing to do.  We love it because we have seen time after time dealers increase sales and build a brand in a way that Google can’t even compete with.  If you’re a believer in PPC advertising on Google, it’s time to give Facebook a try.

If you’re ready to take the plunge, you’ll also want to get your Facebook strategy up to par to get the best bang for your buck with your advertising dollars.  We’ve picked some of our favorites of different sizes and regions to give you some examples.

Howdy Honda in Austin, Texas

Howdy Honda in Austin, Texas

At the time of writing this, they had 2,898 Followers and a 4.5 rating with 217 reviews

 

Right in our backyard, we recently started paying attention to this dealership.  They are a significantly sized Honda dealer and recently have put an emphasis back on their social media strategy.  I say this because even large dealers have abandoned Facebook, but are starting to return to it. What makes them successful: their posts reflect the community, through funny memes and iconic images.  In addition, they have formed partnerships with large efforts such as a Hurricane Harvey relief effort.

Berman Mid City Subaru in Chicago, Illinois

At the time of writing, they had 5,229 Followers and a 4.7 rating with 263 reviews

Berman Mid City Subaru Facebook Page

Berman Mid City Subaru Facebook Page

We chose this one for two reasons.  They are undergoing major construction of the dealership and will be changing their name once construction is finished (Soon to be Berman Subaru of Chicago).  Their posts are creating a behind the scenes feel to the dealer and generating excitement.  In these same posts, they are reinforcing the new brand name and keeping it top of mind.  In addition, they use a heavy amount of OEM messing and images.  While we’re not a tremendous fan heavy OEM imagery on your own dealers Facebook page, we understand people have to start somewhere and don’t use this as a roadblock.  Slowly incorporate your own imagery and brand message as your page takes hold.

 

Texan Dodge Chrysler Jeep Ram in Humble, Texas

At the time of writing, they had 3,529 Followers and a 3,1 rating with 245 reviews

Texan Dodge Chrysler Jeep Ram in Humble, Texas

Texan Dodge Chrysler Jeep Ram in Humble, Texas

A dealership that was in the area affected by Hurricane Harvey, Texan Dodge has taken to Facebook to ensure their customers know they are open for business.  While the quality of their content from before the disaster was great, the postings were too infrequent.  We would much rather see you post frequent content that is engaging and not as well produced than to be held back by trying to develop the best content possible.  At the time of posting, it’s clear that they are working not heir reputation.  You can see that in most of their recent reviews they are responding to comments on a regular basis with meaningful comments.  You want to get people off of the comment thread as fast as possible to keep other people from ganging up and adding fuel to the fire.

Not sure where to start?

We've made this handy guide of 5 things every car dealer should be doing with their Facebook.  It's completely free and geared specifically for dealers, check it out!

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