How Much Should I Budget For Social Media To Drive Dealership Traffic?

Ok, by now you know you have to be in Social Media but you’re still not sure what it means.  With this uncertainty you don’t know how much money  to give your automotive ad agency to execute a social media plan.

Like any good budgeting process you have to have a plan first. Be sure you get a plan on paper and execute. 

A good plan is way better than waiting 6 months for a great plan. 

Up Your Ups has many good blogs on how you should execute your social media plan.  So let’s just talk budgeting today.

The definition of Social Media is to build relationships.  Nothing is going to be as powerful as Social Media or as cost effective.  Is 10, 20 or 30% too much to allocate to putting a fence around your customers and building bridges to conquest customers.  That’s a question your going to have to answer.

If it was my store I would start with at least 10% of my budget focused on Social Media.   As a minimum number I would start with around $3000 per month.  This amount would allow an Automotive Ad Agency that understands Social Media to execute a very good plan for you. 

Besides budgeting dollars you need to budget buy in

What I mean here is you’ll need to put a few processes in place to make Social Media work for you.

You’ll need to set up a system to engage ups at the dealership to become a follower of your dealership.  You’ll want to make sure every customer that comes through service becomes a follower.  You’ll want some POP in the showroom and service drive explaining what your blog is all about.

Make Social Media a priority. Make a plan, budget for dollars and commitment.

WARNING:  DON’T FALL INTO THE INTERNET TRAP OF PAST YEARS WHERE YOU JUST THROW MONEY AT IT THINKING ANY ACTIVITY WILL WORK.  IF YOU DO YOU’LL BE DISAPPOINTED.

Let me know if you have any questions or additional thoughts. 


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