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Rob, Correct me if I'm wrong, It seems to me that you're making the generalization that the SM strategy for all businesses should take this same "speaking to the chamber of commerce" approach? As in, dealers, retail stores, marketing companies, non-profits, veterinarians, lawyers, comedians, actors - All of them? I disagree here. Your approach to social media should reflect the personality and culture of your business, which should be reflected in your mission & overall goals of the company. This varies even from dealer to dealer, making it necessary for each business to structure its own strategy based on its own goals and operations.