» Social Media Tips for Car Dealers

As I explained in “10 Reasons Why Car Dealers Need to Get in the Social Media Game,” it’s more important than ever to connect with consumers. What’s going to stop a patron from going down the street and buying from your competitor?

So, you’ve taken the advice and signed up for the most popular social media sites– what’s next?

It’s time to use your social networks to build a community and improve your brand equity.

1. Do your research

Find out how to use your social media tools.

Here are a couple useful books:

The Twitter Book by Tim O’Reilly and Sarah Milstein

Facebook Marketing:Leverage Social Media to Grow Your Business by Steven Holzner

If books aren’t your thing, you can always utilize the web for information on the use of social media tools.

2. Who to add– Building your community

Your customers are doing their web research before venturing out to the dealership, make sure you find them first by establishing an online presence. Also, add your vendors and business partners. When following people on Twitter, remember that the rule quality over quantity applies. Soshable’s post, “Following on Twitter: Quality vs Quantity,” offers great insight to the science of building a following on Twitter. “Twitter is not a popularity contest.”

3. Provide valuable content– Intrigue your community

Show customers that your dealership is knowledgeable and that you are passionate about your industry. Be a valuable source for news in the automotive industry, and offer links to articles, videos or other relevant sources. When people are ready to buy, you will have branded your dealership as a valuable asset to the community– customers will see that you know your stuff.

4. Start a conversation with your customers– Engage your community

Answer questions and offer assistance. Social networking also provides the opportunity to gauge feedback. Think of your social media networks as your own personal focus group. Social media platforms provide a great place to soundboard ideas.

5. Listen to what’s being said– Utilize your community

Instead of just pushing “babble” out to people, find out what they are talking about, then contribute. By just listening to what your network says, you can get an idea of how the marketing is changing and what people are looking for. Keep up with trending topics, and of course, monitor the “buzz” about your own dealership.

Most importantly, remember that social media takes time, persistence and attention. It’s about building strategic relationships. If used properly, social media can become your most powerful marketing tool.