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Why your dealership’s Facebook page needs to inform, entertain and engage

By Jim Jabaay

JimJabaayBlog2016

Facebook wants its users to enjoy their experience on Facebook and to ensure that’s happening, they have employed an algorithm to display what it thinks a user will enjoy.

According to a Facebook blog post, “Our goal with News Feed is to show people the stories most relevant to them[...]. We rank stories so what’s most important to each person shows up highest in their News Feeds.”

Facebook works diligently on their News Feed and often talks to people about how they can improve what they see. They refer to it as their Feed Quality Program, which includes global surveys of tens of thousands of people per day. The surveys ask people to rate their experience and how it is informing them about the world around them.

Facebook is using technology to predict what stories are going to be the most informative and it does that by analyzing who shared it, what users click on, comment on or shares. Informative stories are different for everyone and are likely to change over time.

How to make your dealership’s Facebook Page more informative and entertaining:

Facebook was built on the idea of connecting people with their friends and family. As we mentioned above, Facebook is constantly making adjustments to the News Feed to connect users with what they enjoy the most. What do you post on your dealership’s Facebook to get the attention and growth from your audience?

The following description of it’s values comes from Facebook directly:

When people see content they are interested in, they are more likely to spend time on their News Feed and enjoy their experience.

  • Your posts should be authentic
  • Your posts should inform
  • Your posts should entertain

Skip the “inventory and happy customer” Facebook posts and challenge yourself to find informative and entertaining articles instead. Look for images and videos that your current and potential customers will enjoy and are most likely to comment on, like and share.

When you post an informative and entertaining article, consider adding a question or adding a comment to engage your audience to start a conversation. The conversations you have with your customers will lead to sales and you’ll see ROI on your investment in social media.

According to Facebook, as of April 2016, the average amount of time a user spends on Facebook, Facebook Messenger and Instagram is 50 minutes per day. If your page is delighting its audience, you will capture their attention and stay top of mind when it’s time to make their next purchase.

Do you have additional steps you take to appeal to your Facebook audience? What have you done that works for your dealership’s Facebook page? We’d love to know! We encourage you to test out the initiatives of informing and engaging on your dealership’s Facebook page. Let us know how it’s working for you.

If you would like to learn more social media tips and tricks for your dealership’s Facebook page, LotVantage regularly publishes the latest industry related news to help you master your dealership's’ digital marketing. Check out our Facebook blog archive here, and follow us on Facebook and Instagram.

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.

Website: www.LotVantage.com

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