I was asked to share my thoughts, which I originally posted on Twitter @CassieLee_89.
#1 Actually create a strategy
#2 Integrate it within a larger PR/Marketing/Adv Strategy
#3 Be Patient ...
Outside of this very simplified answer to the initial question, I've seen a few points made in these prior posts that I want to address:
- @JoePistell - You said "Answer this riddle: If a car shopper doesn't use Social Media to buy a home, a car, find an electrician, a landscaper, a jeweler, or anything related to commerce... Then why does Social Media get so much "face time"?" Shoppers do use SM to buy all of the above - Do your research! First & foremost example: JCPenney. They recently launched a full blown e-commerce app on their facebook page, where shoppers can purchase items right within Facebook. Check it out. There are others and I'll promise you that there will be more soon. I'd also like to agree with the man that said although not everyone wants to interact with large companies in social networking sites, they do look for the approval and suggestions of their friends. Hence the birth of Yelp, Google Places, Gowalla, Foursquare, FB Places, Google Pots .... And the integration of social signals into Google's and Bing's search algorithms should tell you that consumers want to shop socially, even if consumers aren't aware of it yet. How often do you see people shopping alone? Especially for cars. It's rare - Why? They want approval and affirmation from the people they trust.
- @David Moon - Social Media is NOT just an advertising medium. This is critical. It's a "tool" for PR, Advertising, Marketing, HR, Customer Service, Sales.
- @BrianPasch - I don't believe that the SM strategies of Ford and the other brands can be considered comparable to dealers. Brands and dealers differ in size, culture, organization, product, reach, and of goals. Naturally, this means that their marketing strategies should not be identical. Dealers should create their own unique PR/marketing strategies that align with the organizations. It's always a good idea to watch what the brands do, borrow their "best" ideas, but don't copy them.
- Social Media CAN be measured; there are ROI metrics ... but that shouldn't be the focus. As I said in my first response, while developing a social media strategy, patience is key. Most of all, social media, is PR. Is there are ROI for PR? Not really, at least with social media you can measure website traffic, CTR, reach, and interaction. And more...
- @MBMotorSports - I absolutely agree with your take on SM as a referral machine. And also that you don't "sell" on social media, that's not what it's about.
All of this is said without mention that SM (wake up - this does not just mean FB!) is absolutely critical to any SEO strategy. Without an SEO strategy, your website is only going to be found by those who wanted to find you, which means you're not expanding your shopper pool. Isn't that the point in marketing/advertising? To reach people you wouldn't otherwise reach ...
