In an era where nearly every car buyer begins their journey online, social media has become a vital connection point between dealerships and their customers. Before anyone steps onto a dealership’s lot, they’re already scrolling through its posts, reading reviews, and forming opinions about the brand. However, many dealerships continue to make social media mistakes that hurt their online presence and credibility.
This article explores the most common social media errors dealerships make and offers practical tips to strengthen their online strategy.
Don’t Post and Ghost
Engagement isn’t just about posting content or collecting likes—it’s about listening, responding, and building genuine relationships. Many dealerships excel at creating visually appealing posts and videos but often miss the most crucial step: responding when a potential lead reaches out. Capturing attention is only the beginning; if a customer comments or asks a question and receives no reply, that initial interest quickly disappears. Even worse, when other shoppers see unanswered messages, it signals that your dealership might not be attentive or customer focused.
According to Forbes, 71% of consumers who receive a prompt response on social media are more likely to recommend that business. In short, responsiveness isn’t just polite—it’s a powerful driver of trust, reputation, and sales.
Your Best Ads Are Already Posted
Your happy customers can create some of the most authentic and persuasive content for your dealership, including photos with their new cars, glowing reviews, and social media shoutouts. But if you’re not sharing or acknowledging them, you’re missing a valuable opportunity.
User-generated content builds trust and authenticity in ways traditional advertising never can, offering potential buyers real proof of your dealership’s credibility. Encourage satisfied customers to tag your page and share their experiences and make it a habit to repost their stories and celebrate them. It’s a simple yet powerful way to turn everyday customers into trusted voices for your brand.
Put Your Dealership on the Map
Selling a car is primarily a local business, even in today’s digital-first world. Most buyers still prefer to test-drive and finalize their purchase in person, which naturally limits their search to nearby dealerships.
According to the UCLA Anderson School of Management, most car shoppers look for vehicles within 10 to 50 miles of home. That’s why optimizing your social media for local SEO is crucial. Start by ensuring your profiles include accurate contact information, business hours, and location-specific keywords to help you appear in local searches. Use geo-tags in your posts to appear in search results about your neighborhood.
Social Media Can Make or Break a Sale
Social media is one of the most powerful tools available to dealerships today—but only when used thoughtfully. Avoiding common pitfalls like neglecting engagement, overlooking user-generated content, or ignoring local SEO can make all the difference between blending in and standing out.
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