Get a grip on your social media strategy

By Lauren McLean

We think most Powersports Business readers will agree that social media is no trend. It has become a prominent marketing practice — and it’s here to stay. Does your dealership treat it as such? Does your marketing team have an active social media strategy in place? Better yet – do you have at least one employee who is dedicated to your dealership’s social media presence, and who works on your social media accounts every day?

If your answer is yes – congratulations! You are on the right track, and hopefully your efforts will continue to benefit your business.

If the answer is no, don’t panic. Here are some daily habits that you can start today to help your dealership get into better social media shape.

Log into each of your social media platforms at least once per day.

  • This way, you know you won’t miss anything important. If a customer has a question, complaint or compliment, they will get a response within twenty-four hours at most. You wouldn’t ignore a phone call or fail to return a voicemail for weeks – you should treat social media communication the same way. Similarly, if a happy customer posts a picture of their new bike and mentions or tags your dealership in the post, you can give proper attention to that as well.

Post on each of your social media accounts once per day, or at least most days of the week.

  • You want your followers to hear from you consistently – the goal is to encourage them to become customers! While you want to post often, you should also try to mix up your posts with different content for variety – graphics, pictures, articles and text updates; and a mix of messages that are both promotional and non-promotional. A great way to stay on top of this is through a social media calendar, which often allows you to schedule posts ahead of time. Utilizing a calendar and/or scheduling system for social media posts will keep you organized and efficient.

Check on your social media advertising results.

  • If you’re not running Facebook ads yet for your dealership’s Facebook business page, you should be, but that’s a whole different topic to cover. Monitor the engagement on your ads on a daily basis to make best use of your social media investment. If you aren’t getting the number of impressions or clicks that you were hoping for, you can then make daily adjustments to your ads as needed. By looking at your Ads Manager every day, you can keep track of the most and least successful days and times to run your ad. You can also track any changes or drops in ad results and fix problems with your campaign before they become major issues that interfere with your ad strategy.

Keep an eye on your competitors.

  • Other dealerships in your area are likely active on social media as well. You shouldn’t let their social media activity dictate yours in any way, but you can gain outside perspective on the kind of content that resonates with an audience like yours. This insight into what does and does not perform well can help you be strategic in your own social media efforts.

When practiced daily, these four simple steps can take your dealership far in maintaining an active and well-kept presence on social media. Do not underestimate the potential of this valuable tool – social media can make or break a sale for your dealership. Once you have these essentials down, you may even find that this marketing channel is so effective for your business, you’ll want to go beyond the basics in social media strategy.

Lauren McLean is the public relations manager at Dealer Spike, a leading web services provider for powersports dealerships. The award-winning digital advertising company is focused on helping dealers increase sales through powerful, distinctive website design and a full suite of online marketing tools to drive results. Dealer Spike’s expertise comes from real-world dealership experience and a team of professionals who also ride. When you work with Dealer Spike, you’re working with digital marketing experts who have a passion for your industry.


Phone: 800/288-5917


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