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There are a few things in this conversation, already highlighted above, that I think are incredibly important.

Many, many dealers don't understand the concept of Facebook and Twitter. Companies will have a Twitter account, put it in all the company signatures and on all their marketing material.

Then, when I navigate over to Ryan Nadeau (dealership) on Twitter to see what they're all about - there are no tweets. Or, even worse, the tweets there are all self-serving, links to vehicles they added or links to things that no one cares about. Twitter is a form of communication; despite being used for marketing in endless ways, it is about building a social reputation, and sharing information with others. I don't understand some of these concepts. Dealers expect that Twitter and Facebook are a one-to-one ratio of investment vs opportunity. You can't 'invest' money into these social arenas and expect magical results - you need to invest time and information.

Just my two cents.