• DD-Square-Logo_resized
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Contact Us
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe
  • .
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • RESOURCES
    • Webinars
    • Downloads
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Get Updates
  • NEWS
    • AUTO RETAIL NEWS
    • PRESS RELEASES
    • DIGITAL EDITIIONS
    • SUBMIT EDITORIAL
    • SUBSCRIBE

Las Vegas: Oct 17-19, 2023

REGISTER NOW EXHIBIT / INQUIRE
Q

NEWS:

Digital Dealer | Marketing Strategies | Social Media | Trending Industry News
September 12, 2016

5 Warning Signs Your Company is Not Ready for Social Media

Posts:
Digital Dealer | Marketing Strategies | Social Media | Trending Industry News
September 12, 2016

5 Warning Signs Your Company is Not Ready for Social Media

You see it everywhere: social media is the place to be. It’s talked about in the media, you hear about it from your employees and salespeople. Heck, you might even hear it rattling around in your own head, interrupting those quiet moments before bedtime. Someone or something everyday reminds you that, “You better get on social media for your business because you’re missing out!”

Wherever the message comes from, social media marketing and social advertising can sound like a really good idea. The trouble is, if you’re not a regular user of social media, there’s a lot about it you don’t know.

Social media is a place where companies win and fail, sometimes on the same day.

A common reaction when a company believes social media can help grow their business is to pay a vendor to “get it done.” The problem is that, while there are some tasks a provider can perform, the core strategies must come from within.

Social media marketing and advertising are integral to a company’s overall lead generation effort. All components must ultimately deliver solid reasons that compel your customers to choose you rather than your competitor.

Social isn’t something to “get done”; it’s an ongoing practice to attract, engage and convert.
When the job is to connect with today’s hyper-connected buyers, the value of social media cannot be overstated. However, it’s not for everyone. There are pesky obstacles to overcome and big operational commitments that are required to reach social media’s full potential.

There have been situations over the years with Kruse Control clients who declared they wanted to leverage social media marketing and advertising for leads and sales, but they were either unable to make the commitment or were simply not ready for it.

Everyone has to start somewhere and there are other marketing solutions for those that aren’t ready. If you feel your company is ready for social media marketing and social advertising, before you give it the green light, consider these warning signs that may in fact mean that your company is not ready for social media.

5 Warning Signs Your Company is Not Ready for Social Media

1. YOU THINK SOCIAL MEDIA IS FREE.

Fact: social media is now pay-to-play. Facebook has morphed into a very valuable tool to generate revenue.

Like all marketing and advertising, social media requires investments:

  • Financial
  • Time
  • Manpower
  • Training

Even before Facebook’s algorithms restricted content, rendering it pay-to-play, social media was not free.

Social media marketing calls for specific skills and it’s much more difficult to get results today than in the past. Social advertising (Facebook ads) has become a very lucrative tool but the skills needed to succeed are unique and uncommon.

Mastering social media marketing requires the publication of relevant, engaging content on your selected channels. Balancing your brand’s message with the needs and wants of your customers and prospects is no easy task. It takes expertise and that is not free.

Social is also an imperative channel in your SEO. Content originating from your website that’s published on social media and then clicked on, is one of the ranking factors that establishes authority on search engines.

If you’re not ready to allocate a reasonable budget and manpower, you’re not ready for social media.

2. YOU’RE A PERFECTIONIST AND RECOIL AT THE NOTION OF “TRANSPARENCY AND AUTHENTICITY.”

Social media is social. Social means community, conversations, publicity, a shared collective, alignment of values, and in some cases a party or gathering. If these terms send shivers down your spine, you’re not ready for social media.

Emotions play an important part in marketing and sales. Evoking buyers’ emotions is actually the goal of all marketing and social media is great for it. If you’re a person who’s uncomfortable connecting with others in a business setting, social media may not be for you.

Today, the more transparent and authentic you can be (both online and offline) gets great results on social media.

Marketing is not linear. Data and tactics are important but there’s an equally important creative component, especially when it comes to content creation. Stories and good storytelling boost success on social media. Authenticity and transparency contribute to the story so if you’re one who never wavers from established tactics and scientific absolutes, you’re not ready for social media.

If you’re paranoid or controlling by nature, social media will never be a place for your business. This doesn’t make you wrong, it only means that social media will not be a solution for your business growth.

3. YOUR CUSTOMERS’ EXPERIENCES SWING MORE NEGATIVE THAN POSITIVE.

As the saying goes…“If you suck in real life, you’ll suck harder on social media.”

The results of customer experiences show readily on online ratings sites.

This warning sign has everything to do with how well a company knows its customers and whether or not the company lives up to its brand promise.

Online reputation management includes a leadership-based operational structure with systems and processes that focus on delighting customers…and it makes for a great social presence.

When employee satisfaction is low, customer experiences will be negative. If this is the situation at your company, you’re not ready for social media.

4. YOU’RE UNCOMFORTABLE WITH EMPLOYEE PARTICIPATION IN SOCIAL MEDIA.

Employees are perceived as “people like me” by your customers. Employees are trusted more than any other representative or manager in your company. Happy employees who share their expertise by way of content on your website and social media send a very clear message to prospects: “This company is trustworthy and I can feel safe and/or comfortable doing business with them.”

When you showcase employees as thought leaders in your industry, the company receives more recognition online. Employees reap the benefit of their voices being broadcasted, paving the way for more referrals, leads and sales.

The company looks smarter because its employees look smarter.

Companies that give employees a voice get noticed.
Companies that are unable to foster an open environment and provide training in content creation and collaboration, will have a difficult time on social media. If you’re unable to implement a process to capture and publish stories of employees’ expertise to attract more buyers, you’re not ready for social media.

5. THE COMPANY LACKS A CENTRALIZED FOCUS AND DETAILED MARKETING PLAN.

I’ve had a handful of clients who after a few months, were unable to fully commit to social media. They gave it their best shot and in the end, it was better to pull back and regroup.

These types of situations come about when a company isn’t laser-focused on its business goals. Marketing plans help companies design specific strategies to achieve their goals. Your marketing is like a rudderless ship without a plan.

Old media is a comfortable place and it’s worked well for a very long time. Social media (new media) is strange, uncomfortable and scary. But in order to attract, engage and sell to today’s hyper-connected buyers, at some point, a company must adapt.

If you find that after reviewing these warning signs, your company is not ready for social media, do not despair. Take a good, hard look at what you’re able to adapt to right now. There’s a solution for every step of the way. The only true harm is if you get stuck and fail to take action.

To learn more about social media for your organization, contact me–> here.

Digital Dealer•Marketing Strategies•Social Media•Trending Industry News

SHARE

Share on Email
Share on Linkedin
Share on Facebook
Share on Pinterest
Share on Twitter
← Previous Article Next Article →
Posts Industry Press Releases

Mopar and Petra Automotive Products Partner to Launch New Maintenance Products to Dealers Across North America

Petra Automotive Products, the fastest growing premium automotive products manufacturer in the world, is proud to announce 11 of their best-in-class products will be launched under the Mopar® brand for Chrysler, Dodge, Jeep®, Ram and FIAT® dealers
Posts Industry Press Releases

Dealer Alchemist: An Inc. 5000 Honoree for the Second Consecutive Year

Announcement from Dealer Alchemist Dealer Alchemist, a digital advertising agency specializing in the automotive industry, is proud to announce its recognition as an Inc. 5000 Honoree for the second year in a row. With an impressive ranking of No. 10
Posts Industry Press Releases

Mopar and Petra Automotive Products Partner to Launch New Maintenance Products to Dealers Across North America

Petra Automotive Products, the fastest growing premium automotive products manufacturer in the world, is proud to announce 11 of their best-in-class products will be launched under the Mopar® brand for Chrysler, Dodge, Jeep®, Ram and FIAT® dealers
Posts Industry Press Releases

Fleming Ford Joins NCM Associates to Launch Advanced Leadership Development and Executive Coaching Programs

Announcement from NCM Associates NCM Associates is thrilled to announce that Fleming Ford will be joining the organization as the Director of Talent Solutions. In this role, Fleming will take the lead in designing and implementing leadership developm
Posts Industry Press Releases

Ben Chodor Assumes Role of CEO at CallRevu, a Serent Portfolio Company

Announcement from CallRevu Experienced Tech Leader to Steer CallRevu’s Growth and Innovation CallRevu, a premier automotive communication solutions provider and a portfolio company of Serent Capital, is pleased to announce the appointment of Ben Ch
Posts Marketing & AdvertisingTrending Industry News

5 Videos Every Auto Salesperson Needs to Make

In today’s digital age, videos have become an indispensable tool for salespeople to connect with prospects and enhance their sales efforts. From personalized introductions to engaging demonstrations, leveraging the right types of videos can sig
Posts Marketing & AdvertisingTrending Industry News

From Bland to Brand: Leveraging Video Content to Catalyze Customer Connections and Drive Profit Center Growth

In the dynamic landscape of the automotive industry, where competition is fierce and consumer expectations are ever-evolving, the power of effective communication cannot be underestimated. As the digital era continues to reshape the way businesses en
Posts Dealer Ops & LeadershipTrending Industry News

What’s Needed to Truly Establish a Digital Presence for Used Auto Dealers, Lenders and OEMs

The auto industry has been laser-focused on digitizing the retail shopping experience for several years, especially since the pandemic in 2020. However, the right digital retail strategy for today’s used dealer goes beyond up leveling a dealer’s

NEWSLETTER

SUBSCRIBE

DEALER MAGAZINE

Dealer Magazine March/April 2023 Issue Featuring an Interview with NADA 2023 Chairman
MAGAZINE
Digital Dealer Logo White
FOLLOW US ON
  • Follow
  • Follow
  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.
ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS   DO NOT SELL MY PERSONAL INFORMATION   TERMS OF USE   PRIVACY POLICY