Everyone now understands just how powerful social media can be and it’s clear the automotive industry has embraced it as well.
Many auto brands have done an exceptional job leveraging social media to innovate and improve their reputation. Brands have taken numerous angles: consumer generated content, relationship building, online customer service, road trip scavenger hunts, to name a few.
Stand out social media campaigns include the “Camry Effect” and “Why VW” Toyota and Volkswagen launched and had proven success. Volkswagen had a 37 percent jump from the same period a year ago and Toyota reported a 30 percent increase through August.
“Get [social media] right and your company can soar to Internet fame. Get it wrong and your brand could languish in obscurity,” says Lindsay Lavine, contributor to Entrepreneur.
She spoke with three business leaders with a passion for social media and shares their top tips to master the basics of social media marketing.
Listen, Listen, Listen
Adopt the 80/20 rule. The rule goes like this: which means as a company, you should focus no more than 20 percent of your posts about yourself, and 80 percent about other companies, campaigns, projects, news, or anything that is not about your brand.
Join the conversation and let your audience see your passion. Social media is a tool to share promotions and news about your company, but it’s also a tool to listen and engage with your customers. Your fans want something of value
“Many entrepreneurs fail [with social media] because they’re talking at people,” says Dave Brown, director of digital strategy for New York-based experiential marketing agency MKG. “Always make sure what you’re broadcasting is meaningful and relevant to people’s lives.”
A good example is Evian. They put inspiring quotes on their Facebook page for “Motivation Mondays” to help their fans start off the week right.
You need to know what is said about your organization. “If [a company] pushes social media to an entry-level employee, it really undermines the importance,” says Dan Kim, founder and chief concept officer of Dallas-based Red Mango.
Find someone you trust who knows how to represent your brand over social media.
Find What Works
There isn’t a one size fits all for every company when it comes to social media. Ask yourself: What do you want to get out of social media? Who is your target market? What message do you want to communicate?
Experiment to find out what works for you and your business.
Set Goals
Most brands focus on building an audience and followers, but it’s shortsighted.
“To generate real results and accomplish long-term goals through social media, businesses need to think beyond simple, one-off campaigns and make a regular commitment to marketing and customer engagement on social media,” says Scott Monty, global head of social media for Ford, in a recent Entrepreneur article.
Social media is a great tool businesses can use for growth, innovation, and customer service. Any business can succeed in social media if you put in the right amount of effort.
What other ways do you see the industry leveraging social media?
Image: kdonovan_gaddy via Flickr, CC 2.0
