Friday, July 12, 2013
Aftersales 2.0 – How Should Dealerships Effectively Manage Social Media?
Vision: A customer arrives at your dealership (or one of your brand’s dealers) and says “I need service and remember seeing your dealership on Facebook, so when I drove by I decided to drop in. Can you help me fix my vehicle?”, Reality: A customer drives by your dealership (or one of your brand’s dealers) because he or she isn’t in the target demographic for your “traditional” advertising. Your mail, TV, and radio ads aren’t reaching this person. How can we get from the reality to the vision? Dealers can use social media to promote their stores, and OEMs can support dealers’ use of social media. Right now, your customers are out there researching, reading, writing and/or sharing articles, reviews, comments, and opinions on your dealership. They are deciding where to service their car, and chatting about their latest visit – the good and the bad.