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How Car Dealerships Can Use Social Media for Customer Service

1. Auto Ads Have 2x Greater Click-Through-Rate on Facebook Compared to Other Markets.

Most auto dealers are very tech-savvy and many are using social media sites like Facebook, Twitter, Instagram and YouTube to reach their customers and sell cars.

When it comes to social media, dealers were one of the first groups to really embrace it as a marketing channel. However, social media has evolved and most dealers are still using the same strategy they did when Facebook first started. Facebook is increasingly becoming a pay-to-play platform which isn’t necessarily a bad thing.

Many of the posts that are effective on your page organically can translate to a worthwhile ad on Facebook. This means you’re already one step ahead of most other business owners when it comes to social media because you know your audience.

There are some technical aspects of Facebook advertising that you’re going to want to learn or outsource to an expert, but knowing your audience means that you already have a head start on other businesses.

2. 75% of car buyers and 68% of service customers say internet research, including social media and review sites, was the most helpful medium when selecting a car dealership.

There is so much information on the internet nowadays that people can research and come to conclusions about where they should shop without even leaving their couch. Dealerships need to have a firm grasp on their reputation across all social media sites.

The platforms we suggest (at a minimum) monitoring are Facebook, Twitter, Yelp, Google and YouTube if you have one. Customers can leave comments on all of these platforms. Facebook, Google and Yelp all have rating features where they can leave feedback about the quality of service they’ve received.

If nobody at your business is monitoring these outlets then your customers have complete control of your reputation.

3. Slightly more than one-third (34%) of new-vehicle buyers using social media for automotive information post a picture of their new vehicle on a social site.

People LOVE to share things about themselves on social media. When somebody gets a new car, it’s a perfect opportunity for that individual to post pictures all across their social channels.

Whether it’s an artsy Instagram picture or a lengthy Facebook post, your customer is willing to share an exciting moment of their lives with the world and you’re involved in it! Get in on that conversation and show some gratitude. Say thank you and get visible to that person’s friends.

Social media is the new word of mouth so don’t neglect an opportunity to reach out to possible customers.

4. 84% of car shoppers plan to watch relevant auto video the next time they are in market for a car.

Car consumers are seeking information on model comparisons, safety features, connected devices, walk-arounds and other content to help them make a decision. While videos should be embedded into your website, they should be hosted on a channel such as YouTube for more organic visibility.

Video is increasingly becoming a staple in the digital marketing world.

If you are an auto dealer who already uses video in their strategy — great! You can easily upload those video assets to your website or social media for more visibility.

If you’re not utilizing video, you are falling behind. Almost everybody has a camera available to them in the form of a smartphone. You can even use equipment like a GoPro to quickly and easily shoot interesting videos about what you offer. Mini-tours of cars that are for sale or testimonials from happy customers take minutes to shoot and can be used for years to come.

5. Customers expect to be replied to within 24 hours after posting on a dealerships Facebook page.

This is a huge deal. The window that businesses have to respond to a customer is slowly becoming smaller and smaller. In our increasingly on-demand world, people are expecting customer service to adapt to them.

Social media is a great place for customers to voice their concerns and with the use of private messaging, you can have a complete conversation with an unhappy (or satisfied) customer without anybody else seeing that interaction. We always recommend a direct follow up through phone or appointment when possible, but the least you can do as a business owner is acknowledge a customer’s concerns and let them know you see their problem and that you care.

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