GOSO

By: Liz Presson Brand Evangelist for GOSO, social media advocate, writer, PR, marketing professional. Central Michigan University Alum and food lover-Arlington Restaurant Bars Examiner.

1. Social networking can build trust and familiarity.

When a dealership becomes a resource for its followers by offering valuable information it builds credibility, which is an advantageous asset for any dealership. This information should include news on the brand(s) that the dealer carries, community news and other engaging pieces on the automotive industry in general.

As a customer finds the dealership’s presence to be of value, they will become familiar with the name and personality of the establishment, thus building top of the mind awareness. A Twitter follower or Facebook page fan may not be on the market for a vehicle, but the opportunity could arise at any time.

2. Social networks allow the dealership to keep up with the relationship throughout the entire customer life-cycle.

The decision to purchase a vehicle can be a lengthy process, and the opportunity to sell to one particular customer again and again does not present itself as much as it may with other products. Social media creates the opportunity to stay in tune with a customer throughout the life-cycle. A dealership can now catch the consumer as the buying process begins and stay connected throughout.

3. Reach networks, not just individuals.

A point that may be quite obvious– the type of consumer that utilizes social media like to share. So, when a dealership touches one person through a social network, there is actually the potential to reach their friends, and friends of friends, and so on.

4. Customer service: social networks provide a platform to answer questions and more importantly, put out fires before they spread.

Social networks provide an open forum to answer customer questions. Twitter is a wonderful place to answer questions and address concerns, because anyone following the dealership will see the response, therefore informing the whole audience of the answer.

Those who use social networks often speak about their experiences as consumers. This can be both positive and negative. But, as most of us know, the disgruntled customers are more likely to comment about their experience than the pleased, happy customers. If a dealership is “listening” for their social mentions, concerns can be addressed head-on and diffused. After all, there’s no greater asset than reputation.

5. Feedback from social networks can help a dealership capitalize on testimonials and improve upon negative aspects of the customer experience.

Feeding off of number 4, social networking can help the dealership capitalize on its positive attributes and fix any negative features. Again, the monitoring of social mentions becomes ever important in order to successfully utilize online feedback. Positive mentions on social networks not only are visible to a plethora of potential customers, but can also be “retweeted” or “reposted.” On the other hand, negative comments can be used as a catalyst for change. The dealership can change according to customer opinion. People will appreciate that their opinions matter, and it can make a world of difference when they’re choosing a place to buy.