Last year, the New York Times published an article on how local auto dealers have struggled to embrace social media.
Many local dealerships have issues with social media that parallel those experienced by our local nonprofit clients: both groups struggle to achieve results with limited time and money, and to catch the attention of a limited audience.
Three quick takeaways:
1) Like it or not, social media is part of the buying (and donating) decision.
A 2014 global study by the consulting firm Capgemini captures the predicament. The survey of more than 10,000 active car buyers found that social media ranked far below dealer websites, web searching and the automotive news media as a source of information for buyers. But most respondents also said they used social media to research cars, planned to post something about their buying experience and expected dealers to have an active social media presence.
Two things to notice here. One, social media accounts on their own are less important than having a solid website, search engine rankings, and niche media outreach. [Read more…]