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7 signs that your social media presence needs help

August 30, 2013
Recent studies show that 70 percent of people are more inclined to do business with a dealership with which they can communicate through social media. That means that social media these days can make you or break you. It also means it’s time for you to get on board and make your presence the best that it can be.
Do any of the following signs apply to you? It might be time to start solving your social media problems:
1. When was the last time you posted?
Have you abandoned your page? You should be posting on a regular basis, and not just on Facebook. Twitter, Google+ and Pinterest also apply. If your page is abandoned, you might as well not even have one.
The fix: Start posting, at minimum, two or three times a week. At KPA, we promote posting daily — seven days a week, including the weekends. Find the amount that works best for you.
2. What kind of things are you posting?
Do you post anything and everything? Stop. Stop right now. In the past, this was common, but now we know better. When you post, you want it to be strong and efficient.
The fix: Post automotive content that relates to your community. Use local content for your local business. Make it interesting!
3. Is your engagement ratio low?
To be safe, your engagement ratio should be about 5 percent, which is above the industry average of 1.7 percent. To figure out your engagement ratio, look at your “talking about this” number and divide it by the number of page likes.
The fix: Begin a localized following. Engage your community and communicate with them through relative posts and quick responses.
4. Do your competitors show up when you search for your dealership?
Sometimes when you type your dealership into Google search, you might see that your competitor shows up in your results. This is unnerving, but with some devotion to where you’re posting, you can own your results page.
The fix: Focus heavily on your Google+ page, posting regularly. Google searches Google+ regularly. Your results should shift within 24 hours of posting to Google+, slowly eliminating the competitor showing on your search page. Additionally, using Google+ will keep your search information above the fold. Using Google+ is quick and easy and makes a huge impact on your search.
5. Do you leverage your brand?
Your OEM spends millions, or even billions, of dollars a year on advertising. Are you taking advantage of that effort?
The fix: Use the content created by the OEM. Repost the items and correlate them with your individual dealership.
6. Do you communicate?
Do you solve problems and complaints that may arise? Do you respond when someone is merely contributing to the conversation? Once again, it’s important to respond to every comment. This is an opportunity to address issues before they go to channels that you can’t control, like Yelp. This is an opportunity for your customers to communicate with you and gain a relationship before they even come into the dealership.
The fix: Always respond to any comment posted on your page, quickly. Turn an angry customer into a return customer. Discuss community-relevant content.
7. Do you advertise?
It’s easy to use Facebook to boost a post. For $5 to $20, you can increase the number of people who see your posts.
The fix: Boost! Make sure your best content is seen as much as possible.
That’s it. Change these seven steps of your social media and you will be on your way to greater leads.
This article is provided by KPA, a provider of Internet marketing services including Social Media for more than 5,100 dealerships and service companies. Contact KPA at or (800) 853-9659.