There’s one thing that permeates throughout the car industry (and most industries in general) in regards to Facebook that needs to change. We look at our dealership Facebook pages and judge much of our success based upon how we’re doing there. Normally, we check the results and monitor the pages from a desktop. This is strange since most of us who use Facebook do so primarily on mobile devices.
Why hasn’t the mobile trend of Facebook translated properly into marketing?
We see promoted posts, organic posts, and ads hitting our stream all the time and it seems that the majority of them are geared towards a desktop experience. This is a huge mistake. Facebook has been heading towards being a mobile company long before Mark Zuckerberg made his declaration late last year, “Today there is a no argument – Facebook is a mobile company.”
With that in mind, how can car dealers take advantage of the mobile aspects of Facebook and fit that into their marketing and advertising strategy?
The key is understanding that there are three goals which can be achieved through a single action. Kill three birds with one stone. Many in the industry are trying to bolster their SoLoMo presence; social, local, and mobile are unifying in scope and should be unified in strategy as well. Facebook is one of the keys to success.
Over the next two and a half months (and for the last several) we will be diving more deeply into enhancing the strategies that car dealers can use to accomplish the trifecta of SoLoMo goals that must be attained in 2013 to hit the highest level of success. In the meantime, here are some things to remember when working with your own strategies:
- Check how every post appears on mobile devices. It’s always a good idea to make sure that everything looks right on your websites regardless of device or operating system. The same holds true for Facebook. An image that looks great on a 17-inch monitor might be too small to be appealing on a 7-inch handheld. Make sure that your posts, images in particular, play well with the small screen.
- Target your advertising around a mobile experience. It’s easier to understand ads meant for mobile when viewing them on desktops than viewing ads meant for desktops when viewing them on mobile. For example, you may be running a campaign for an oil change special that goes to a landing page on your website, but if the landing page doesn’t work properly on a mobile device, most of your fans will never see it properly.
- Post from your mobile device itself. There is a separate Facebook Pages Manager app that works nicely for running your pages. This can be a lifesaver if you’re also active on a personal level on Facebook. Nobody wants to post something on their business page that was meant for their personal page. More importantly, this allows the user to start thinking in terms of real-time uploads. It’s an important frame of mind to have; your Facebook pages need as much interaction from the real world as possible. Great pictures of cars and the local area that you find on the internet are fine and work well as filler content, but the real juice can be found in pictures that you’ve taken at the dealership (and no, we’re not talking about pictures of happy customers)
- Interact with local organizations from your mobile device. There’s nothing worse than a missed opportunity. Your dealership is not just what happens on the lot itself. Chances are you’re doing something, whether it’s sponsoring a little league team or picking up Saturday lunch for the crew at the local barbeque joint. Take advantage of these opportunities to be “out and about” with your Facebook page.
In many ways, vendors (ourselves included) have done a disservice to the automotive industry by trying to fit a round peg in a square hole when it comes to Facebook. The majority of services out there are geared towards making the dealerships feel like they’re being effective on Facebook rather than actually accomplishing anything. If you’re not using mobile as the cornerstone of your through process when working with Facebook, you’re not paying attention to the primary venue through which people interact on Facebook. You can’t play the game if you’re not on the right field. Start thinking along the lines of a mobile experience and stay tuned to what we’re rolling out in the near future.