I remember reading a post by I believe
@JoePistell shortly after I started visiting this site regularly. I suppose it was a year or two ago. The post said something to the tune of "Show me someone that 'friends' a car dealer, and I will show you one lonely guy". I still laugh about that today! Classic.
I am by no means against social media. My store has an active Facebook page which we regularly post to. We get friend request primarily from our customers that are purchasing vehicles, and I see it as a really good way for us to stay in front of customers. We do not post any 'buy this car' stuff. If we get a specialty vehicle or something rare, we may post it without a price and tell our followers to stop in and see the 1966 Chevelle with the frame off restoration and a documented 12.7 second quarter mile time. It is posted as more of a novelty than an attempt to sell the vehicle.
I read the article, and quite frankly despise articles that are written the way that article is written. Just what I needed, a social media expert to tell me that I don't do well with social media because I don't know how to write content. Holy Shit!!! That is some seriously enlightening material there! By no means would I appreciate even the most vague of examples to possibly back up a claim here or there. I am perfectly happy just knowing that I suck at writing content.
From what I have observed, the lower the transaction cost the more effective social media is. Post, promote, and boost a post for $1.99 Subway footlongs, and strap on your plastic gloves! $15.99 oil changes, look out. Now post a car for $5,000 under book......(chirp, chirp, chirp...anyone else hear that cricket?)