We’ve all heard it: You have to be active on social media in order to be found. Whether you’re obsessed with your own Klout score or your dealership’s, if you’re not on Facebook, Twitter, Google+, YouTube, Instagram, etc… well, you might as well throw in the towel now. But what we don’t hear quite so often (or at all) is that being active on social media isn’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 night’s game, and even popular television shows. The author explained,
“According to Nielsen, in ‘June 2012, a third of active Twitter users tweeted about TV-related content, an increase of 27 percent from the beginning of the year.’ Why not get in on the act to help promote your dealership?”
Let’s be honest, your followers aren’t interested in discussing the #Grammys with you. They likely followed your dealership because of one or more of the following reasons:
- They’ve purchased or leased a car from you in the past.
- They’ve considered purchasing or leasing a car from you in the past.
- They’ve been a customer of your service or parts department in the past.
- They’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.
Don’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 “@ replies”?
Take a moment to consider whether or not your dealership is active or actively engaging on social media. Are your followers “throwing the ball back to you” after you have shared an update or asked a question, or do you hear crickets each time you open your Twitter account?