Digital Dealer - November 2017 - 36

By Kathi Kruse
Founder,
Kruse Control Inc.

COMMUNICATIONS

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

When It Comes to Social Media...
Don't Step on a Rake
For lots of dealers,
social media seems
like a minefield. Tack on
the fact that social media
has matured into a very
viable place to engage
customers and promote
products...and you've got
a terrifying place that
many dealers would
rather ignore.
Ignoring social media is
the equivalent of opening
a store without telling
anyone.
But all the warnings in
the world are not going to
motivate dealers to take
action if they still have a
lot of fear.
I'd like to alleviate
some of that fear today.
Avoiding social media
pitfalls has become a big
business. It's difficult to
know where to turn for
the best advice.
For over eight years
now, I've been singing the
"social media song" and,
alas, the needle hasn't
moved much, especially
for auto retail.
You know what? That's
okay. It's perfectly fine
to venture out into social
media at your own pace.
What I don't want you to
do is venture out and step
on a rake.

5 FOUNDATION
ESSENTIALS FOR
SOCIAL MEDIA
SUCCESS

Whether you're new
to social media or you've
been using it for some
36

NOVEMBER 2017

ing a social media policy
for your company:
„ C-level (owners and
managers)
„ HR
„ Corporate counsel
„ Social media strategist
Because social media
moves fast, this policy
should be considered a
living document-
ongoing updates
will be necessary.
2. WRITTEN
SOCIAL MEDIA
STRATEGY

IGNORING SOCIAL MEDIA IS THE
EQUIVALENT OF OPENING A STORE
WITHOUT TELLING ANYONE.
time, these five components will help you
leverage all you can from
each platform.

1. SECURE YOUR
REPUTATION WITH A
SOCIAL MEDIA POLICY

At Kruse Control, we
advocate implementing
an up-to-date policy for
employee use of social
media.
The line between dealers and their employees
on social media is steadily blurring. Auto retail
organizations today need
a social media policy that

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

at once helps keep the
brand's reputation intact
while also encourages
employee participation
online.
A social media policy
outlines how a dealership
and its employees should
conduct themselves online. This document helps
to safeguard your store's
reputation while also
encouraging employees
to responsibly share the
company's message.
Ideally, you'll want to
consult with the following
stakeholders when creat-

Content is the atomic
particle in all digital
marketing.
Social media strategy defines how an
organization (or
individual) will use social media to achieve its
business goals, including
the supporting platforms
and tools it will use to
achieve this.
At a basic level, it's
a statement of intent,
outlining the goals and
measurable objectives for
using social media, and
the target outcomes you
want to achieve.
When defining what it
takes to achieve social
media success, we need
to talk about strategy first.
I was inspired to include
this component because
I receive questions like
these from good people,
many of whom are struggling to find answers:
„ "Do I have to be on
every social network?"


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - November 2017

Digital Dealer - November 2017
Contents
A Letter from the Show Director
Don’t Be a “Management Jerk” and Steps for Handling Them!
Attempting a No-Huddle Offense? How’s That Working for You?
Is a Financial Partnership in Your Future?
Fallacy
You Can't Take a Train 500 Miles on 400 Miles of Track
4 Tech Tools That Decrease Employee Turnover
Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Retail Warranty Reimbursement: Leveling the Playing Field
Cracking the Car Code on Selling to the #1 Buyer: Women
Professional Voice-Over Secrets!
CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
When It Comes to Social Media... Don't Step on a Rake
The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
The New Car Manager's Modern Guide to Merchandising
Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - Digital Dealer - November 2017
Digital Dealer - November 2017 - Cover2
Digital Dealer - November 2017 - Contents
Digital Dealer - November 2017 - A Letter from the Show Director
Digital Dealer - November 2017 - 3
Digital Dealer - November 2017 - Don’t Be a “Management Jerk” and Steps for Handling Them!
Digital Dealer - November 2017 - 5
Digital Dealer - November 2017 - Attempting a No-Huddle Offense? How’s That Working for You?
Digital Dealer - November 2017 - 7
Digital Dealer - November 2017 - 8
Digital Dealer - November 2017 - Is a Financial Partnership in Your Future?
Digital Dealer - November 2017 - 10
Digital Dealer - November 2017 - 11
Digital Dealer - November 2017 - 12
Digital Dealer - November 2017 - Fallacy
Digital Dealer - November 2017 - 14
Digital Dealer - November 2017 - 15
Digital Dealer - November 2017 - You Can't Take a Train 500 Miles on 400 Miles of Track
Digital Dealer - November 2017 - 17
Digital Dealer - November 2017 - 18
Digital Dealer - November 2017 - 19
Digital Dealer - November 2017 - 4 Tech Tools That Decrease Employee Turnover
Digital Dealer - November 2017 - 21
Digital Dealer - November 2017 - Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Digital Dealer - November 2017 - 23
Digital Dealer - November 2017 - 24
Digital Dealer - November 2017 - Retail Warranty Reimbursement: Leveling the Playing Field
Digital Dealer - November 2017 - Cracking the Car Code on Selling to the #1 Buyer: Women
Digital Dealer - November 2017 - 27
Digital Dealer - November 2017 - Professional Voice-Over Secrets!
Digital Dealer - November 2017 - 29
Digital Dealer - November 2017 - CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
Digital Dealer - November 2017 - 31
Digital Dealer - November 2017 - 32
Digital Dealer - November 2017 - 33
Digital Dealer - November 2017 - 34
Digital Dealer - November 2017 - 35
Digital Dealer - November 2017 - When It Comes to Social Media... Don't Step on a Rake
Digital Dealer - November 2017 - 37
Digital Dealer - November 2017 - The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
Digital Dealer - November 2017 - 39
Digital Dealer - November 2017 - The New Car Manager's Modern Guide to Merchandising
Digital Dealer - November 2017 - 41
Digital Dealer - November 2017 - Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
Digital Dealer - November 2017 - 43
Digital Dealer - November 2017 - That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Digital Dealer - November 2017 - 45
Digital Dealer - November 2017 - Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - 47
Digital Dealer - November 2017 - 48
Digital Dealer - November 2017 - Cover3
Digital Dealer - November 2017 - Cover4
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