Whether you accept it or not, you are already in the social media business.

What was your OEM’s report on how well you were rated by your customers, in sales and service? That customer service index was your social media score, and the OEM’s have been suggesting that you improve this score to gain more sales, which translate to more dollars for your dealership and increases the brand value.  And really, that is what social media management can do for you, your dealership and ultimately the brand, build true additional value. The real problem is that your efforts may not have been focused on how to deliver the message in the digital world. Not your fault, because technology is moving faster than ever and people are adapting and utilizing technology faster than previously experienced. Can you adapt to this faster pace allowing you to increase your ROI with social media?  Of course, and you can do it without draining your financial or human resources.

Step One: Do a little reading; Adam Boalt’s recent eBook is a quick and easy read that will be a good primer on social media. Surf the web and check out sites on social media management systems and don’t be afraid to check out what other industry verticals are doing.

Step Two: Find out who in your organization is engrossed in social media such as Facebook, twitter, LinkedIn, etc… these individuals may be your next SM gurus.  Remember they also must be willing to work with you as a team to develop and deploy best practices.

Step Three: Make a simple plan to who, how and what you want to communicate through SM.  Get together with the dealer management and understand their vision and develop your SM strategy. 

Step Four: Institute your plan, making sure a consistent message is used with all the SM you have decided to focus on.  At this point, speed is not as important as getting it right and the golden rule must be applied. Be honest and do not stretch the truth at all.

Step Five: Respond IMMEDIATELY to any negative postings with constructive, well thought out messages.  Also respond to positive postings and consider reposting to all the other SM you have decided to use.

This simple five step process should be only the beginning to your entry into SM.  Keep reading, investigating, planning, implementing and responding with more effective, simple to understand messages that make your dealership an integral part of the community.  Your CSI will improve and your business will experience improved ROI.