5 Reminders to beat Social Media Headaches


Over the years I have managed several social accounts for different dealerships and companies. Some days I can pump my fist in victory, and other days are ruined because of zero engagement or that annoying Facebook review. Bottom line: social media is frustrating. That doesn’t mean we can stop. “And we won’t stop,” to quote Miley Cyrus. Social media is here to stay and marketers need to adjust. Successful social brands advertise with their content, while still fitting or exceeding the standards people have set for each social platform. We have to earn our seat, earn our likes and earn their loyalty.

So here’s a little pep talk to the hands behind social media at your dealership:

1. SOME THINGS WILL NOT WORK.

Internet is the worst companion for comparison. It’s easy to see what other companies or dealerships are doing and wonder why it’s not working for you. That brand could be national. That brand could have a team of three or four creating content. That dealership could be putting a lot of money into promoting posts or tweets. You’re not them. Find your own voice, your own audience and tell your own story.

2. SUCCESS IS NOT INSTANT.

Anyone who handles social media knows this, but it’s good to be reminded. Building a social following takes time. Finding content that consistently works takes time. Getting others in your dealership or company to become advocates takes time. Please don’t quit posting if it’s not working right away. Keep at it. Inactive accounts are ugly things.

3. TO TRULY SEE BIG RESULTS, YOU’LL HAVE TO PAY UP.

Sadly, just getting fans to see Facebook posts is becoming difficult. According to Ogilvy & Mather, research shows organic reach on Facebook is down to 6%. With a big sales event or fun news go ahead and pay something to promote it. You’ll see results. Facebook provides awesome targeting tools to help reach very specific audiences. Give it a try or give us a call.

4. DON’T LET NEGATIVE REVIEWS GET YOU DOWN.

Comments on YouTube alone prove the internet can be a mean place. Negative reviews are expected, especially on Yelp and Facebook. We’ll just have to live with that, but don’t ignore it. Address the person it relates to at your dealership, and if possible, give the disgruntled customer a call. Always, always take it offline. Encourage happy customers to write reviews and thank them when they do. People who later land on those review sites will recognize this extra step you took.

5. ASK, “WILL THE INTERNET LOVE THIS?”

There is a massive amount of content on the internet today. If you are just a one-man show posting for your dealership, responsibility falls on you to sort through it and find something share-worthy. I read one time we should ask, “Will the internet love this?” I have found nothing gets more engagement then pictures straight from your dealership. People want to see the cars you sold or see your team interacting. The more original and real your content is, the more the people of the internet will engage.


Kassi Roedding had a passport before she could walk. Born in Fort Myers, FL her family moved to Quito, Ecuador when she was just 3-months-old. She is a World Cup fanatic, a playlist master and openly internet-dependent. Graduating with a Bachelor’s Degree in PR and Advertising, she is responsible for running all social media at Graham Oleson.

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