Your employees can use their personal social media efforts to help your dealership. Just make sure you’ve implemented an effective social media policy.

There’s been a lot of discussion lately about what employers can legally require of their employees in the social media space. Out of necessity, the conversations often focus on how to create effective employee guidelines, and what happens when you don’t.

Important stuff, but if all your dealership has is a well-written social media policy, and no business benefit coming from your employees’ personal activities on networks like Facebook, you’re missing out.

Your staff can use social media to:

• Place your brand in front of local customers
• Create goodwill for your store
• Retain customers
• Improve lead conversion
• Increase service business

“Really?” you might say. “Then show me how.”

Glad you asked! In a recent blog post on Dealer Bar, JD Rucker (KPA’s Director of New Media) gave practical tips on how your employees can use their personal Facebook accounts to appropriately – and legally – boost your dealership’s visibility.

1. Ask customers if they’d like be Facebook friends. Some folks will decline, and that’s OK. But others will agree, especially if your employee is the kind of likable rock star you should be hiring to represent your brand.
2. Use humor and personal anecdotes to build a network. There’s no need to oversell here. Note the natural progression: “I like Service Mgr. Joe. He’s funny.” “Hey Joe, loved your joke. I hate beef jerky too.” “Joe, I need an oil change. I’ll be by tomorrow.”
3. Occasionally put the word out on behalf of Sales. “It’s packed here! Our Sales people have a Thanksgiving special on used cars. We’ve got a few left though. Know anyone who needs a …”

Like these ideas? Take a deeper dive by reviewing “Should Dealership Employees Connect With Customers Through Social Media?” and let us know what you think.