Since it’s 2012 and you’re reading an advertising agency’s blog, I’m going to go ahead and assume we’re all well aware of the massive impact that social media has as a tool for companies to reach and connect with their customers. If you weren’t aware, to catch you up: It’s kind of important.
Social media is one of the easiest ways for a company to talk to its customers, yet I come across so many car dealerships that are slacking in the social department. While generally at the forefront of engineering and technological advances, the automotive industry has historically been somewhat resistant to the internet.
Thankfully, they’re starting to come around.
Ford launched a website geared towards building out the user’s dream Mustang. In their Mustang Customizer, users log in through their Facebook accounts to swap out various parts, accessories and colours and create their perfect car. Certain parts cost points, and to acquire more points, users can share their creation via their social sites, share contest details, compete with friends, vote on designs, etc. At the end of the the week, somebody wins their creation. Through this contest, Ford is expanding their social presence through sharing, introducing potential new customers to the Mustang, as well as offering people interested in purchasing a car the option to print out a list detailing the exact vehicle that they’ve built to bring into the dealership.
From a dealership perspective, social media provides a free and simple method of interacting with current and potential customers. Relationships between customer and dealership play a big part in the decision to purchase. Satisfied customers will gladly ‘Like’ dealerships and share their experiences through their social sites. Any sharing puts the dealership in front of potential new customers. We try to stress to our clients on Glovebox the importance of a regularly maintained social media stream, complete with informative and entertaining posts.
I know some dealerships will groan at the idea of stepping away from the sales floor, sitting down at their computer and updating their Facebook or Twitter feeds, but it’s really as simple as taking 15 or 20 minutes to interact with fans and find a few cool articles to post.
And honestly, who are we kidding? We’re all on Facebook pretty much all day anyway (It’s okay, we won’t tell anyone).