Digital Dealer - November 2017 - 37

 "What type of things do

I say on social media?
 "How often should I
post?"
 "How do I get more
followers?"
 "My boss asked me to
take over the Facebook
page and I don't know
where to start."
 "Should I pay for
social advertising?"
 "I'm in a boring industry. Do I still need social
media?"
 "Do I need social media management tools?"
 "Should I outsource
my social media?"
I've had a run of these

...IT'S OFTEN DIFFICULT TO SEE
WHERE THE GAPS ARE BETWEEN YOUR
CURRENT SUCCESSES AND WHERE YOU
NEED TO BE.
hacks to "improve" results
and it's exhausting. The
best way to remove the
guesswork is with a social
media audit.
A social media audit
is a smart step because
time and resources are
often wasted trying to
improve things that don't
need improving, while
neglecting the things that
really need attention.

 92% will use a local
business if it has at least
a 4-star rating.
Benefits of building an
online review funnel:
1. Systematically drive
customers to one conversion funnel that routes
them to the review sites
you care about.
2. Automatically ask,
remind and guide happy
customers through the

seriously.
Currently, 92.5%
of brands fail to meet
customer expectations on
social media and these
failures can have big
implications.
Quality customer
service - regardless of
channel - relies on a
meaningful, efficient,
solution-focused exchange between companies and their customers.
The growing preference
for social media as a preferred channel requires
your organization to rethink its customer service
strategy.

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.
emails lately and frankly,
my heart aches for these
good people because
they're lost. It's easy to
get lost these days because the social media
landscape is no longer a
field of flowers sparsely
populated.
Today, social media is
a dense, crowded, noisy,
smoggy urban jungle.
3. DO A SOCIAL
MEDIA AUDIT

Whether your social
media marketing is
in-house or outsourced,
it's often difficult to see
where the gaps are between your current successes and where you
need to be. Your inbox
is full of tips, tools and

4. BUILD AN ONLINE
REVIEW FUNNEL

Word of mouth referrals
have always been my
go-to source for finding
trusted sellers and online
ratings sites are where
most people turn today.
Online reviews are
insanely influential.
 90% of consumers
read online reviews.
 88% trust online
reviews as much as personal recommendations.
 86% will hesitate to
purchase from a business that has negative
reviews.
 Customers are likely
to spend 31% more with
a business that has positive reviews.

funnel.
3. Recover unhappy
customers before they
vent online.
4. Analyze results daily
for actionable insights to
improve upon.

5. ENGAGE WITH
SOCIAL CUSTOMER
SERVICE

People increasingly
turn to social media to
engage with companies.
Social has matured as a
communication channel
and people have blended
it into their lives. They
expect dealers to do the
same.
While some dealers
now use social media
regularly, very few take
social customer service

Good social customer
service strategy keeps
your store in the conversation and doesn't allow
malcontents and competitors to speak for you.
KATHI KRUSE is an
Automotive Social Media
Marketing Expert, Blogger,
Speaker, Coach, Author and
Founder of Kruse Control
Inc. Born in the heart of Los
Angeles to a family of "car
people", Kathi's passion for
the car business spans a
30-year career managing
successful dealerships in
Southern California. Kathi
is the author of "Automotive
Social Business - How to
Captivate Your Customers,
Sell More Cars & Be
Generally Remarkable on
Social Media." EMAIL: kk@
krusecontrolinc.com

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

NOVEMBER 2017

37
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - November 2017
