6 Signs of “We Tried Facebook, It Doesn’t Work” Syndrome

Posted on August 31st, 2011 by Kathi Kruse in Social Media

There seems to be an alarming epidemic happening in automotive Social Media marketing right now. I’m pretty well-connected to daily operations of many of dealerships and I see a disturbing trend. A trend that is swimming against the tide of new ideas and technologies to generate quality leads for dealers. I feel compelled to point this out because while I’m not a doctor, I do play one online as an automotive Social Media consultant.

Dealers have always been used to quick solutions, quick results. Put an ad in the paper–people walk in the door. Make a commercial for cable or radio–you have a busy weekend. In today’s economy, people aren’t making snap decisions on cars. They spend 11 hours on average shopping online for their next car. The new marketing takes patience, defined online strategy and longer-than-24-hours commitment. Shortsightedness and impatience today means zero Social Media ROI.

While your online audience expands this is no time to contract. Marketing your store on Facebook does generate leads (I can prove it!). Social Media marketing requires a well-thought-out focused content strategy and a budget. Take the journey with us or you’ll be just another victim of…

The “We Tried Facebook, It Doesn’t Work” Syndrome

6 Signs you’re afflicted:
1. You get cranky when someone mentions Facebook or Social Media.
2. You tell your salesperson to get out of your office when they ask for access to Facebook from a company computer.
3. When you talk to Social Media marketing companies, you only care about how many “likes” they can get you.
4. You have assigned Social Media to someone in your store solely based on the fact that they are under 30 years old.
5. Your Social Media marketing manager’s prior job was selling cars or working as an intern for a tech start-up.
6. Your Facebook efforts did generate leads but no one followed up on them. (That’s right, I’m callin’ it out)

If you’ve experienced any of the above signs, seek expert help immediately. Facebook and Social marketing is not free, it’s not easy and it takes patience and commitment. I have seen it generate leads for both sales and service. It does work when it’s worked right.

Kathi Kruse

Kathi Kruse is the Founder and President of Kruse Control Inc. Kathi is an automotive Social Media expert, speaker and business consultant.

You can email Kathi at kkruse@dealer-communications.com

Tim O’Neill

Kathi,

Thank you, Thank you, Thank you! We are blazing a new trail! Dealers need to understand that social media is a marathon and not a sprint! We are making headway, and we are starting to see dealers open their minds and budgets to social media.

Great article.
Tim O’Neill
CEO
Social Media Network Group,LLC
DBA: Socialbyte
Anonymous

Thanks so much Tim for your feedback! My post was a borne from a cumulative experience and I agree, we are starting to see dealers realize that Facebook and other Social Media are platforms to increase awareness about their store and generate leads. I’m a dealer advocate (having spent my life in the car biz) and my efforts are to spread the word. When the conversation on Social Media is about buying a car, dealers need to be part of that conversation. Avoid it and someone else will do the talking!
Eddie Rivera

I believe this to be true. I am 50 years old in the business 23 years, I have been an Internet Director for 6 years and I know facebook works, people are on it and if you like anything thing else make it interesting and not be a bore you will gain more people on your facebook site, get funny make it yours and it’ll work it works for me. Thanks
Rosa Luciano

Very true Kathi! Social Media is much cheaper than ads or tv/radio spots and reach a wider audience. These things are common sense but some dealerships are still stubborn and want to continue to do things how they were done 10+ years ago.
Philip

But isn’t “Social Media” just the new trend just like “SEO” was about three years ago? Part of the dislike of FB and Social Media comes from the constant barrage from consultants telling us that we have to get on board with FB, Twitter, Google +, MySpace, and Adult Friend Finder or we will find ourselves going the way of Blockbuster. Dealers get frustrated because the “experts” sell them snake oil like Tool Bars and Social Media Suites.
tthompson

I couldn’t agree more with Philip. Just a couple short years ago, there weren’t any ‘social media experts’. Where did they all come from all of a sudden? Obviously the bar is set very low to call yourself a social media expert.

My personal thoughts: facebook is dying if not dead. Advertisers throw away their money putting adverts on facebook. My favourite is the ‘experts’ saying why don’t you offer some kind of an incentive to be a fan etc…. pal, here is news: anytime you offer something for free you devalue your service or product. Thats like wanting the dog to play with you so you tie the bone around your neck. All you get are the prize pigs.

Dealers hear this: you do need to engage. Your sales reps need to pick up the friggin phone and talk to people. They need to listen alot, you have to walk the lot in the AM and check inventory, you need to get out there and befriend and help, they need to provide great service and thats really about it. Sure, put up that ‘soon to be dead in the water’ facebook page if it makes you feel hip. Better yet, post it on this site so in a few months I can check back on it and see just how fabulous its going.
Brad S

I must disagree with the last two comments. Facebook is dying? SEO was a “trend” 3 years ago? Is that why Google and Facebook are the most visited sites on the web? Is Google’s decision to display dealers with strong social media presence high in searches evidence of Facebook’s death?

I can feel your frustrations on this, folks. However, it’s a huge mistake to think of Social Media and SEO as “trends.” Although, at one point I’m sure there were people who thought television was just a “trend” too. Facebook and Google are by far the most popular sites on the web, and should be managed as such. Our buyers are using those sites far more than any others. Furthermore, SEO and Social Media are now related because Google is taking into account your Social Media activity when it decides which positions you should occupy on their search engine rankings. So to think Facebook is “dying” is simply wrong. Of course salespeople need to do the basics well, including getting on the phone and talking to people. But dealers need to move with the times and change with their environment… and right now that environment is a digital one. Social Media marketing and other forms of web marketing are absolutely important parts of a successful dealer’s marketing mix.
http://www.Tobias303.com/ Tobias

One handshake is worth more than a 1000 online “impressions”.