Your dealership, if it has a Facebook page, has an audience. Your audience has told you that they’re interested in what you have to say and you have to find ways to engage them, in order for them to stick around.
Think of your dealership’s Facebook page as a comedy club and you are the comedian doing a stand-up routine. If your jokes aren’t landing and the audience isn’t laughing, they won’t come to your next comedy show and they may even leave in the middle.
Why are shows like The Tonight Show and The Late Show so popular? They use news and timely content to engage their audience. Your dealership’s Facebook page needs to do the same thing. It needs to be the life of the party in order to make an impact. Facebook’s Newsfeed rewards pages that make the extra effort to post engaging content.
The Facebook News Feed
According to Fox Business, the average Facebook user has 350 friends they follow on Facebook. In order to keep the Facebook Newsfeed organized, Facebook manipulates it to only show what they think you’re interested in, based on your Facebook behavior. You won’t see posts from all 350 friends on your Facebook page. You could be friends with someone and never see their posts.
What does this mean for your dealership’s Facebook Page?
If you only like, comment and share on posts from XYZ dealership, Facebook will learn what you like and show you more of XYZ dealership and less of ABC dealership. Facebook’s goal is to have you be on Facebook for as long as possible and if you’re seeing content you enjoy, you’ll stay on longer. The longer you stay, there’s more of a chance you click on advertising.
Your dealership needs to post interesting and engaging content that your fans will enjoy and want to share. The more they like your posts, the more likely they are to see them in the future.
If you don’t post quality content consistently, you risk losing your fans and they won’t come back. Would you want your audience leaving in the middle of your comedy show?
What is quality content for your Facebook Page?
Quality content does NOT consist of inventory posts. Your customers will go to your website, Craigslist or eBay for that. Quality content takes on the form of articles, videos and engaging images that your fans will find interesting.
If you need help finding engaging and interesting content for your dealership’s Facebook page, LotVantage can help. We always know what content is going viral and can help you engage your Facebook audience when you don’t have time to.
Jim Jabaay is the vice president of Sales and Marketing for LotVantage, a leader in digital marketing for automotive, powersports, marine and RV dealerships. Jim has grown up in the automotive industry with the family dealership in the suburbs of Chicago. Jim started at Manheim in sales and continued to grow his career running sales teams throughout Texas for nine years. Following Manheim, Jim spent two years at Dealertrack expanding his career in the software side of the business. LotVantage utilizes data to help dealerships understand which inventory to post and when to post it for a local, national and social presence. Jim’s number one goal is helping dealers succeed in an ever growing and changing dealership world.
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