Facebook, Snapchat Instagram, TikTok, Pinterest … it seems as if the list of must-do social media keeps growing for dealerships, which must scramble to keep up with diverse, and at times fickle, buyer interests.
Steele Chevrolet-Buick-GMC-Cadillac contracted with Dealers United, a U.S.-based social media automotive marketing firm, to develop and execute a strategy employing the most popular platforms.
With Dealers United’s help, Steele brings buyers into a journey that leads to not only a successful sale but also a service relationship that reaches well beyond the day of delivery, say both the social media company and the dealership’s general manager.
“Facebook is a tool. It’s not going to do it [make the sale] for you,” said Colin Jamieson, general manager of the dealership. “It’s how you utilize the tool.”
The experiment with the Steele store was so successful that Dealers United, which formally entered Canada last fall, is using the results to promote its product.
SO GOOD, IS IT BROKEN?