Defining Social Media and How It Can Drive Dealership Traffic

It’s going to be hard to “sell” social media to anyone at your dealership if you don’t understand it yourself.

All you need to break into a cold sweat is for someone to ask you for a definition of social media.  After you babble on for some 20 minutes or more trying your best to provide an answer, you’ll lose all credibility.  So be prepared.

I frequently conduct social media workshops to help dealerships understand social media, how it will affect them and how they can embrace it.

One of the first questions usually asked is, “What is social media?”

If you conduct a quick search for a definition of social media you are going to find a wide variety of them.  You need to be ready with a succinct definition.  Make sure you and your automotive ad agency are on the same page.

Hopefully you will find this to be a good start.

“Social media describes the consumer controlled online revolution, a fusion of sociology and communications technology, people use to share personal opinions, experiences and insights with others.”

A compilation from Wikipedia , Brian Solis and me.

Richard Scroble states,

“The best way to understand new media is to compare it to what has come before.”

He compares the attributes of traditional and new media to better define social.  Read more of Richard’s article, “What is social media?”

In the end Social Media is the greatest opportunity to build a lasting relationship  with your customers, prospects and community.  Period!

Feel free to add your suggestions to improve upon what I’ve shared or offer your own own definition.



One Response to Defining Social Media and How It Can Drive Dealership Traffic

  1. Imagine a group of people are standing together and discussing your product. Some are excited about it, some need more information, and some are openly critical.

    You can either

    a) run up to them and start yelling out a sales pitch — this is the way that many would perceive ‘traditional’ advertising in a social media setting, especially repetitive ads.

    b) simply eavesdrop, but stay out of the conversation — this is what happens when businesses are afraid of social media, or only use it for data mining

    c) join the conversation: introduce yourself, share information if asked, share the things that excite you about your product, and recognize the things that can be improved without drawing the ire of product critics.

    d) ignore the discussion altogether

    Social media, regardless of the site or service, is a lot like that ongoing consumer discussion. The magic happens when you are able to join the conversation in an elegant way that adds value to the discussion and highlights your value as an expert in the product you offer.

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