Digital Dealer - March 2020 - 34

MARKETING & ADVERTISING

Social Media

By
Kathi Kruse
Founder,
Kruse Control Inc.

Social Media Spring Cleaning

>

Springtime is upon us. It's

time to dust out the cobwebs from
winter, assess what's holding us
back, and make space for growth.
Spring cleaning isn't exclusive to
your garage or closet, however. It's very
useful to Spring clean your social media!
Nothing feels better than purging old
stuff. But, it's not always easy because we
like our stuff, and it's tough to let it go.
Our stuff makes us feel better, even
when it's not serving us anymore. We
know purging is good for us, but the
removal process isn't comfortable.
What do you have lurking in your
social media closet that needs to find its
way to the trash?
10 years ago, social media was a fertile
field of wildflowers, full of kittens and
unicorns. The marketing landscape was
wide open for dealers who wanted to
capture attention and engage like-minded customers.
A lot of us get nostalgic about those
days, and it's easy to see why. Simple,
thoughtful tactics were all it took to succeed. We were creating interesting new
ways to communicate.
Those who adopted the movement
away from blasting sales offers to disinterested parties were rewarded with
long-lasting relationships.
Today, social media is a dense, crowded, noisy, smoggy urban jungle.
Simple tactics alone are no longer effective. Without a clear process of setting
goals, executing strategies, and analyzing
the data, your message gets lost and is
never heard from again.
The one thing that's remained constant is that customers still look for ways
to align themselves with brands that
matter to them.
Springtime means it's time to assess
what you're currently doing on social
media and identify what's working,
what's not working, and then clear away
anything that's not helping achieve your
goals.

34

[ d i g i t a l d e a l e r. c o m ]

The following five actions will help you
succeed with social media and hopefully,
motivate you to find new ways to improve.

1

Clear Away The Junk

Refrain from posting meaningless content. What is "meaningless content"?
It's content that's generic, run-of-the-mill,
or uninspired. It's something that a user
could see anywhere else. The point is to
stand out from the crowd.
Think about it this way: if a TV station
played the same show over and over, even
with different actors, how long would it
take for you to stop tuning in?
Don't invite your fans, followers, and
prospects to "change the channel." Refrain
from posting these types of meaningless
content:
„ Articles from larger media outlets that
everyone else can post too.
„ Content created for you by your
"social media marketing company" that
they're posting on every other one of their
other clients' social media profiles.
„ Boring content that no one wants to
engage with.
„ Spammy, 'salesy' messages that turn
people off because "it's too much, too
soon."

2

Avoid Shortcuts That Cost
You Strategy Before Tactics

As a social media strategist, I hear
from dealers who think, "Social Media isn't
a place for us. It doesn't work for our business." What I discover is that these dealers
have not defined their goals for social
media. They have no strategy to speak of
and resort to the latest tips, tricks or hacks.
When that fails, they blame the medium.
Dealers that craft a foundational
strategy to reach their goals never need
to blame. They simply execute, monitor,
analyze, and adapt as they go.
There are no shortcuts to social media
success.
There ARE smart strategies that save
time, money and human resources. Social

media strategy is the shortcut to exceeding
your goals.

3

Engage Your Most Valuable
Asset

Have you ever cleaned out your closet
and found something stuck in the back,
pulled it out and realized, "Oh hey, I remember this! It's awesome!"
Let's face it: creating interesting content
for social media can be super hard. But, it
doesn't have to be if you "crowdsource" your
ideas.
Your most valuable asset for social media
is your employees.
Many of them are probably already using
social media to network and engage with
prospects. These folks are the most valuable
of your most valuable.
Engage employees by inviting them to
share their expertise. Tap their enthusiasm
to encourage other employees to participate.
When employees' ideas are published online, they become more visible to prospects.
You get great content, they get to be recognized experts. The company looks smarter
because its employees are smart.
Pro Tip: Always implement a written
Social Media Policy to protect the company
and guide employees on best practices.

4

Reassess What Matters Most
to Your Customers

Successful marketing solves customer's problems. Social media is a communication tool to answer their questions, solve
their problems and stay in touch.
Customer preferences and social channels
(along with their algorithms) shift over time.
Having a communication line open 24/7
requires regular reassessment of what's most
important. Reassess your social channels
and content assets now.
Meaningful content is the driver. Create
content that illustrates one or more of the
following:
„ Connectivity (how the company has
made itself available to its customers).
„ One of a kind experience.

March 2020


http://www.digitaldealer.com

Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020

Digital Dealer - March 2020
Up to Speed|Tech, Dealer News, & People on the Move
Culture Three Tips to Improve Retention
Strategic Planning Strategic Planning for Sustainable Future
Leadership Five Lessons From Fearless Female Leaders
Spend Management Best Practices to Reduce Costs & Drive Profit
Fixed Operations What to Charge? How About a Little More Big Boss
Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Exclusive Interview With Jay Feldman of Feldman Automotive Group
Social Media q&a With Facebook
Speaker/session Spotlight|a Quick Look
Social Media Social Media Spring Cleaning
Ad Spend Marketing for Profit!
Cpo Toyota Led Record Cpo Growth
Fixed Ops Every Service Department Should Have a Salesperson Running It!
Fixed Operations
Digital Dealer - March 2020 - Digital Dealer - March 2020
Digital Dealer - March 2020 - Cover2
Digital Dealer - March 2020 - 1
Digital Dealer - March 2020 - 2
Digital Dealer - March 2020 - 3
Digital Dealer - March 2020 - 4
Digital Dealer - March 2020 - 5
Digital Dealer - March 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - March 2020 - 7
Digital Dealer - March 2020 - Culture Three Tips to Improve Retention
Digital Dealer - March 2020 - 9
Digital Dealer - March 2020 - Fixed Operations
Digital Dealer - March 2020 - 11
Digital Dealer - March 2020 - Leadership Five Lessons From Fearless Female Leaders
Digital Dealer - March 2020 - 13
Digital Dealer - March 2020 - Spend Management Best Practices to Reduce Costs & Drive Profit
Digital Dealer - March 2020 - 15
Digital Dealer - March 2020 - Fixed Operations What to Charge? How About a Little More Big Boss
Digital Dealer - March 2020 - 17
Digital Dealer - March 2020 - Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Digital Dealer - March 2020 - Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Digital Dealer - March 2020 - 20
Digital Dealer - March 2020 - 21
Digital Dealer - March 2020 - Exclusive Interview With Jay Feldman of Feldman Automotive Group
Digital Dealer - March 2020 - 23
Digital Dealer - March 2020 - 24
Digital Dealer - March 2020 - 25
Digital Dealer - March 2020 - 26
Digital Dealer - March 2020 - 27
Digital Dealer - March 2020 - Social Media q&a With Facebook
Digital Dealer - March 2020 - 29
Digital Dealer - March 2020 - Speaker/session Spotlight|a Quick Look
Digital Dealer - March 2020 - 31
Digital Dealer - March 2020 - 32
Digital Dealer - March 2020 - 33
Digital Dealer - March 2020 - Social Media Social Media Spring Cleaning
Digital Dealer - March 2020 - 35
Digital Dealer - March 2020 - Ad Spend Marketing for Profit!
Digital Dealer - March 2020 - 37
Digital Dealer - March 2020 - Cpo Toyota Led Record Cpo Growth
Digital Dealer - March 2020 - Fixed Ops Every Service Department Should Have a Salesperson Running It!
Digital Dealer - March 2020 - 40
Digital Dealer - March 2020 - Cover3
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