It’s really easy to sit back and assume that social media is a function of creativity. That makes it easy to dismiss; it can’t be important if it’s all about fun and poking, right?
The reality is that social media is a function of data. It always has been, even if the social sites themselves didn’t realize it at first. That’s where the real value in social media lies. The data that the sites both collect as well as procure offer the real value to car dealers wanting to take advantage of social media. If used right, the data can guide your content rather than the other way around.
The biggest problem that most dealers and even marketers face is that there is simply so much data available on these sites that it’s hard to isolate it. Keep in mind, by “hard”, I’m not saying that isolating the right data is difficult as an action. The most difficult part is having the willingness to take hold of the bits and pieces of the most useful data rather than trying to take advantage of all of it. When you try to go for too much, you end up with less.