As a Technology person, and having done several interactive studies/observation sets with the 18-25 year old, they often think of Facebook as Google. Not that they are interchangeable, but they search the top banner in Facebook. A lot of studies talk about the millennial departure from Facebook to a more 'anonymous' digital existence. The funny thing, is that during interviews/surveys, they don't have any idea 'outside of not posting on facebook' how to go about leaving as little of a digital footprint as possible. Their use of Facebook is becoming more of a Search/Bitch/Creep perspective. They use it as a research tool when meeting someone, or looking up a business. Or to complain...
If your page is open, then reviews are the first thing they see.
As well, for anyone who does leave a review, 'their' network can see they have left a review. And if one considers that someone leaving a review, is probably within your market region, the 'word of mouth impact' of a negative-review to other potential customers is significant.
Further, there is no cost to managing Facebook reviews. And the likelihood of a 'fake' negative review is much lower with Facebook than other options.
That said, you need to be searching your Dealership on a Monthly (if not weekly) basis. You need to be aware of negative reviews that are out there, even if you aren't or can't do anything about them. (I.e. Because they are fake, or you aren't going to pay Yelp to reply).
By being aware of them, you are able to respond to a Customer who brings them up during the Sales process.
If you are simply looking at reviews, and their impact Search, Facebook isn't likely to be the 1st concern, at least not today.
Not only that, but in todays world, people are less 'insulted' when they receive unrequested Facebook 'friend' requests from Sales/Dealership people than most people think...It does provide an intimate view of a Customers going on, if they accept the friend request. (but I would advise that Dealers do NOT implement their typical 24h, 72h, 5day, weekly, 3month communication plan when they communicate on FB like they do with other mediums...
Thx.
JP.
Whoo-hoo, 1st post. Long time reader, recently enrolled...