You nailed it Alex. Time is not infinite and Opportunities are EVERYWHERE.
If any dealer works FB, the time comes from somewhere, some other internet marketing project has to be "de-ranked".
Is FB more important than PPC?
Is FB more important than SEO (organic)?
Is FB more important than SEO (local)?
Is FB more important than VDP merchandising (aka comments)?
Is FB more important than VDP auditing?
Is FB more important than Spilt Testing?
Is FB more important than Multivirate testing?
Is FB more important than CRM Schedule Optimizing?
Is FB more important than Dealer Reputation Management?
Is FB more important than chat?
Is FB more important than email marketing?
Is FB more important than database marketing?
Is FB more important than micro-site marketing?
Is FB more important than GPOM?
Is FB more important than on-site coupons?
Is FB more important than Video (walk around videos, email videos, cust svc videos, sale of the month videos, referral request videos)?
...there's more, shall I keep going?
Time is finite. What tasks (above) do I ignore to "work FB"?
Game. Set. Match.
