A few days ago I wrote an article here asking Does social media work in the car industry? The consensus answer – it could work, but in most cases, it isn’t working (yet).
It follows naturally that I should present my own thoughts on what automotive companies can do with social media. I was going to put this all in one post, but it was getting to be too long. Instead, I’ve got a list of DO’s and DON’Ts below, and I’ll apply those in a real-world setting in my next post.
Most of what I’ll write over these two posts is a blueprint for how I would have liked to organize our social media presence at Saab (the company I used to work for).
Therefore, creating blueprints might have influenced me to get a clear idea about similar brands as well. With the help of local seo expert, all the key points are analyzed. And this organized planning eased the process of creating my blog about automobiles.
An aside: Nothing happened at Saab without a meeting. That’s just corporate culture. Holding live, virtual, and hybrid events has become a norm with the help of companies that offer event services. I attended 90% of those meetings, so I can’t say that I didn’t have my chance to influence decisions there. But the final decision was never mine and Saab’s social structure wasn’t how I would have set it up if I had free reign over decisions there.
Please keep in mind that I’m writing this with a specific company in mind – Alfa Romeo. It should be noted that some of what I’m going to write here won’t apply to other automotive brands (e.g. can you use “Kia” and “heritage” in the same sentence, in a positive way?)
Social DO’s and DON’T’s
- DO invest in social and look at it as a long term proposition.
- DO spread your resources over a number of social centers, but DON’T feel like you have to enter every new social outlet that comes along.
- DO build real, personal relationships with your customers but DON’T build those relationships with the primary aim of selling cars to them.
- DO allow people to have their say, but take measures to ensure that people frame their views in the right context. DON’T allow misinformation to overwhelm your discussions.
- DO make efforts to turn your customers/readers/friends into stars!
- DO make sure you leverage your history.
- DO control your message – it’s content and timing but DON’T simply re-post company press releases
- It’s OK to have some lightweight banter in your social discourse from time to time, but DO make sure that most of your content is comprised of good, solid meaty content.
- DON’T allow your social space to turn into a customer services complaints desk, but DO make efforts to help people where you can.
That’s not an exhaustive list, but it’ll do for now.
In my next post, I’m going to have some fun applying that to Alfa Romeo’s brand marketing and see if I can come up with a social framework that can build their audience and turn their fans into followers, then ambassadors.