Today’s conventional wisdom is as hollow as a smiley face or, in this case, a ‘like’. Your dealership just has to have a Facebook page, you just have to have ‘likes’, you might just have to have your head examined!
Exposure is very important. People need to know you exist. Facebook can help that to some extent. It does give you a chance to touch people in the avenue it provides. As for ‘likes’, what do they mean in reality?
Not much, unless those ‘likes’ click through to your web site and actually view your inventory or other aspects of your dealership. And, not much unless those ‘click throughs’ are in significant numbers and those numbers are represented by people who are actually interested in automotive sales or service.
So, let’s put this in perspective. You have a location and a sign. Every driver that goes by your dealership sees you – that’s an element of exposure, right? If you also have a sign that asks folks to honk as they go by, that’s a ‘like’. This analogy is pretty accurate. Did you interact with those ‘honk-likes’? Not really. Same thing with a ‘like’ on your Facebook.
So, to make Facebook relevant in terms of creating opportunities, you have to touch as many people as possible and get them to interact – get them to your website, which is a form of interaction. 50, 100, or 1,000 ‘likes’ does not do that on its own, a click through to your website, however, is exposure, interaction and possibly opportunities.
Use your head. Facebook for marketing a dealership’s sales and service is only relevant if many thousands of interested people actually see it, otherwise it’s just a cool looking gimmick.
When you measure your success or lack of success of Marketing initiatives, you should measure consummated transactions and market share growth…PERIOD. Measuring anything else is folly.
If you want to quantify this, check the ‘likes’ you received in the last 2 months and see which ones of them actually consummated a transaction at your store.