social media engagement for car dealers

The Difference Between Social Media Activity and Engagement for Car Dealers

Weโ€™ve all heard it: You have to be active on social media in order to be found. Whether youโ€™re obsessed with your own Klout score or your dealershipโ€™s, if youโ€™re not on Facebook, Twitter, Google+, YouTube, Instagram, etcโ€ฆ well, you might as well throw in the towel now. But what we donโ€™t hear quite so often (or at all) is that being active on social media isnโ€™t the same thing as building engagement on social media. So what is the difference between social media activity and engagement for car dealers and which is more important?

I recently read an article that suggested car dealers tweet about local events, scores from last nightโ€™s game, and even popular television shows. The author explained,

โ€œAccording to Nielsen, in โ€˜June 2012, a third of active Twitter users tweeted about TV-related content, an increase of 27 percent from the beginning of the year.โ€™ Why not get in on the act to help promote your dealership?โ€

Letโ€™s be honest, your followers arenโ€™t interested in discussing the #Grammys with you. They likely followed your dealership because of one or more of the following reasons:

  • Theyโ€™ve purchased or leased a car from you in the past.
  • Theyโ€™ve considered purchasing or leasing a car from you in the past.
  • Theyโ€™ve been a customer of your service or parts department in the past.
  • Theyโ€™re looking for a job.
  • They enjoy connecting to and supporting local businesses.
  • They are car enthusiasts and appreciate the brands represented on your lot.
  • They know someone who works at your dealership.
  • They know someone who has had a positive experience with your dealership.

Donโ€™t blast these folks with commentary on red carpet fashion or articles unrelated to your business. Engage them with content that is relevant to them. Anyone can post 25 tweets in a day, but can you solicit 25 responses or โ€œ@ repliesโ€?

Take a moment to consider whether or not your dealership is active or actively engaging on social media. Are your followers โ€œthrowing the ball back to youโ€ after you have shared an update or asked a question, or do you hear crickets each time you open your Twitter account?

Learn how you can get started with conversation marketing and build engagement that matters.



Justin Marquardt

Co-Founder, CMO - Justin is the driving force behind ChatterUPโ€™s sales and marketing efforts. With his 11 years in the automotive technology space and his experience running a social media business, Justin is uniquely positioned to drive change in the automotive social marketplace.


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  1. Pingback: How to Create Dealership Social Media Engagement - ChatterUp

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