Four Basic Tips for Success on Twitter for Auto Dealers

By the experts at Cars.com

At the Octo­ber auto­mo­tive con­fer­ences in Las Vegas,
the Deal­er­AD­van­tage team had a chance to catch up our friends at Twit­ter, @Levy and @DaleMaffs to dis­cuss the lat­est in social media, as well as some best prac­tices they often share with busi­ness­es who are new to the Twit­ter­verse. Let’s take a look at a few basic best prac­tices your deal­er­ship can incor­po­rate into its over­all social media plan.

• Get Start­ed
Are your cus­tomers, employ­ees and com­mu­ni­ty mem­bers on Twit­ter? If you’re new to the plat­form, start by cre­at­ing a per­son­al han­dle to get a feel for how Twit­ter works. Once you’re com­fort­able with the basics, like send­ing tweets, fol­low­ing oth­ers, reply­ing to tweets and using @mentions and #hash­tags, set up an offi­cial Twit­ter han­dle for your deal­er­ship.

You’ll want to update your pro­file pho­to, head­er and back­ground to match the look and feel of your deal­er­ship web­site. It’s also smart to add a bio, web­site URL and loca­tion so that new fol­low­ers can con­nect your pres­ence on Twit­ter with your phys­i­cal pres­ence.

• Estab­lish a Voice

Tweets can only be 140 char­ac­ters long, so it’s impor­tant to choose your words wise­ly. Though it’s tempt­ing to tweet about spe­cif­ic vehi­cles in your inven­to­ry in the hopes you’ll make a quick sale, the best Twit­ter accounts offer more than just pro­mo­tion­al con­tent to their com­mu­ni­ties. Keep the dealership’s over­all vision and val­ues in mind when tweet­ing and devel­op con­tent that falls in line with it. No mat­ter who is phys­i­cal­ly tweet­ing on behalf of the deal­er­ship, it’s smart to estab­lish style guide­lines with all stake­hold­ers at the deal­er­ship.

• Tar­get Your Audi­ence
In “real life,” you already know that build­ing rela­tion­ships with poten­tial sales and ser­vice cus­tomers takes time, so approach your online pres­ence with that in mind. Like most social media, Twit­ter can help indi­vid­u­als learn about your deal­er­ship, which makes using pho­tos and video a great way to share and con­nect. For exam­ple, tweet­ing pho­tos about a recent spe­cial event or com­mu­ni­ty out­reach activ­i­ty can help show off your store’s per­son­al­i­ty and local com­mu­ni­ty involve­ment. Addi­tion­al­ly, post­ing pho­tos of employ­ees and hap­py cus­tomers can lend cred­i­bil­i­ty to your process­es and over­all cus­tomer expe­ri­ence, just make sure to ask per­mis­sion first. Final­ly, your store’s fol­low­ers are like­ly to be peo­ple who’ve already pur­chased vehi­cles from the deal­er­ship, so post­ing ser­vice spe­cials, main­te­nance tips and oth­er vehi­cle own­er­ship resources can help your com­mu­ni­ty stay con­nect­ed to your brand.

• Make it a Con­ver­sa­tion
Twit­ter gives users the abil­i­ty to focus con­ver­sa­tions around cen­tral ideas through hash­tags (i.e. #super­bowl, #three­word­sto­live­by), so make sure you’re aware of any that may be rel­e­vant to your com­mu­ni­ty, deal­er­ship or fran­chise. If your store works with oth­er busi­ness­es or orga­ni­za­tions in the com­mu­ni­ty, check to see if they use a hash­tag and be sure to include an @mention when­ev­er you ref­er­ence a mutu­al event or cause.

Most impor­tant­ly, respond to your own @mentions – if some­one gives feed­back or asks a ques­tion, make sure to answer them.

Con­nect with us (@DealerADvantage) for indus­try news and best prac­tices.

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