Digital Dealer - December 2017 - 30

By Kathi Kruse
Founder,
Kruse Control Inc.

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

6 Reasons to Do an Annual
Social Media Policy Review
media changes often and
a dealership's social media policy should change
along with it.

We are nearing the
end of the year and
you know what that
means...it's time to
assess and realign things
for the New Year. Do you
have a social media
policy in place for your
store? If so, how often do
you review it?

2. IT'S AN
INSURANCE POLICY
IN THE EVENT OF A
SOCIAL MEDIA CRISIS

COMPANY ASSETS

It's a good business
practice to regularly
assess company assets.
Public or private, a dealership's market value or
equity is based directly on
the assets it retains.
Assets both tangible
(like cash, property, and
buildings) and intangible
(like your digital reputation, policies and procedures, and social media
presence) are directly
responsible for a dealership's market value.
Social media policy
falls under the intangible asset category and
reviewing your policy on
an annual basis is a best
practice.
Just as a regular
review of expenses and
operations brings many
benefits, so does a social
media policy review.
6 REASONS TO DO
AN ANNUAL SOCIAL
MEDIA POLICY REVIEW

With a lot of angst and
fear around social media,
an annual review takes
some of the sting out. You
can't control everything
but with a good policy
30

DECEMBER 2017

WITH A LOT OF ANGST AND FEAR
AROUND SOCIAL MEDIA, AN ANNUAL
REVIEW TAKES SOME OF THE STING
OUT. YOU CAN'T CONTROL EVERYTHING
BUT WITH A GOOD POLICY IN PLACE
AND REGULAR REVIEWS, YOU'LL LEAVE
A LOT LESS UP TO CHANCE.
in place and regular
reviews, you'll leave a lot
less up to chance.
1. REAFFIRM
DEALERSHIP
GUIDELINES FOR
EMPLOYEE USE OF
SOCIAL MEDIA

Upon hire, each
employee should have

D I G I TA L D E A L E R . C O M

signed an acknowledgment of receipt of the
company's social media
policy.
A process to conduct
annual reviews of company policy on everything
is always a good idea but
it's crucial to social media. Why? Because social

We've seen enough
social media debacles
in the last nine years to
know that it's not a matter
of if, but when it could
happen to anyone. Are
you prepared should it
happen to you?
First, it should be determined and documented
what a social media crisis
is.
Having a company-wide plan in place
will empower you to act
quickly and effectively
when a crisis begins.
Instead of wasting time
debating how to handle
things on social media,
you'll be empowered to
take action and prevent
the crisis from growing
out of control.
3. HELPS AVOID
LEGAL TROUBLE AND
EXPOSED LIABILITIES

There's a lot of pressure for car dealers to
communicate online today. It's easy to overlook
that social media brings
certain responsibilities to
mitigate liability.
Some of the places
where a company could
get into trouble are:
 Using work without
permission
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Table of Contents for the Digital Edition of Digital Dealer - December 2017
