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Car dealers urged to embrace social media

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By John Glenday, Reporter

February 8, 2012 | 2 min read

Fresh research, published by automotive website provider Razsor, has found that only a small number of car dealers are harnessing the power of social networks.

Calling on dealers to become more social in 2012 Razsor has highlighted that whilst some dealers have embraced Facebook and Twitter most are neglecting the opportunities presented by the likes of YouTube and LinkedIn.

Citing a report from Nielsen1 which found that 67% of the UKs 30m Facebook users visit the site each day and a similar report from Reevoo2 finding that shoppers are increasingly looking to facebook for product reviews Razsor claim that friend connections and engagement are a key factor in purchase decision making.

Craig Stevens, Group Director - Digital Marketing, Trader Media Group, said: “There’s widespread agreement that in an increasingly competitive market, customer services is a key differentiator that can offer dealers the opportunity to stand out from the crowd. The last few years has seen significant growth in online activity, both for dealers and customers, but many dealers are still missing out on the opportunity to further engage with online customers. Social can be much more than just a Facebook page. With the right engagement dealers can receive in-depth reviews, feedback on their website and extend marketing campaigns beyond traditional channels.

“The real value of social media doesn't necessarily come from employing someone to 'do social', but from wider training, understanding and adoption of social media as a communications channel. With a few simple tools, a dealership can offer its customers a new level of customer service, engaging with them wherever they are online.”

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