By JD Rucker
There are many mistakes made by dealers on Facebook. There’s one mistake in particular that is almost unforgivable for the simple reason that it’s so darn easy while being pretty darn effective. Dealerships are so focused on their own pages that they often neglect to take their pages out into the rest of the Facebook world and interact there.
Facebook gives you the ability to humanize your dealership. That’s one of the most important attributes of Facebook as a marketing and public relations tool. It’s great for communicating and most dealerships are starting to be more active on their Facebook pages when people seek them out and talk to them there, but so few are going out into Facebook as their pages and doing the interacting there.
This is way too easy of a task. It’s so easy and so potentially effective that it’s shocking so few do it.
Here it is, step by step:
• Using Facebook as your page, find relevant local businesses, charities, organizations, and publications to like.
•Be open but vet your selections. Make sure the pages are active, posting content that your business would agree with and that your fans would also enjoy, and have a real following. Avoid pages that are too big — your likes will not be seen if their page has hundreds of thousands of fans and each posts gets hundreds of likes. Think Goldilocks — not too big, not too small. If they’re getting 1–10 likes per post, that’s perfect.
•Like content on their pages that you enjoy. This is important — don’t go through “blind liking” things on others’ pages. Only push the like button if it’s something that you would want to be associated with online and in real life.
•Check your news feed daily while using Facebook as your page. Again, be selective. The urge to save time and start hitting the like button a lot is strong for many, but be certain that you really like what you’re liking.
• Set a schedule to vet the pages that you have already liked as well as finding new pages to like. Do it once or twice a month.
JD Rucker is Director of New Media at TK Carsites and can be reached at firstname.lastname@example.org.