Dos and Don’ts for Auto Dealers on Facebook

In today’s digital marketplace, a prominent social media presence is required to keep your dealership competitive. According to a Google study, 90% of auto buyers start their research online, and your brand’s social media accounts will be front and center on any major search engine’s results page. You only have one chance to make a good first impression, so making the most of these opportunities is key to converting a lead to a sale. Facebook is still the biggest name on the block and there are a variety of tools and resources at your disposal to make the app work for your business, but where to start? Read on to learn about some dos and don’ts for using Facebook to grow your dealership.

Here are some Facebook Best Practices:

  1. Post content regularly. This is the single most important aspect of using Facebook for your business. Try to upload new, engaging content daily. There are several reasons for this: first, anyone looking up your business on Facebook will see frequent posts as a sign that your dealership is active and flourishing. Second, search engines look for new and relevant content when responding to queries and daily posts will place your business higher on the search results page. Frequent posts allow you to engage with your customers on a more personal level, find out which types of posts work best and which don’t, and increase awareness of your brand.
  2. Request feedback and reviews. Facebook is a great opportunity to engage directly with new or existing customers outside the showroom and solicit feedback. It’s also one of the top spots for business reviews, which is key. According to a recent study, more than 85% of respondents said they trust online reviews as much as those from friends or family. Obtaining reviews isn’t just about engaging with customers. The number of reviews your business has actually affects your placement on search results pages, so it might be a good idea to make requesting reviews from customers in the showroom part of your marketing strategy.
  3. Respond to all reviews. Because Facebook business reviews are public, it’s important to treat each review as a golden opportunity, especially if the review is negative. The response itself is as important as the content of the response. Anyone viewing your Facebook business page will see that you are responding regularly and that you value the feedback. This increases customer confidence and loyalty.
  4. Hire a marketing agency. Posting fresh content and keeping up with trends on Facebook can be exhausting, especially when it’s only part of your marketing strategy. The social media landscape changes frequently, and hiring an agency to assist with keeping the content flowing can alleviate some of the burden. An agency will help design a clear message as well as employ social media specialists that can handle the entire job, saving you time and money.

Here are some actions to avoid when promoting your business on Facebook:

  1. Facebook Dos and Donts for Car DealersDon’t argue with reviewers. Defending yourself against accusations of poor service or misconduct on social media is bad for business. Instead, treat negative comments or reviews as a chance to change someone’s mind. Write a non-confrontational response that thanks them for their feedback, and acknowledges their concerns. Take the conversation offline. Once you have acknowledged their complaint, it is best to then take the discussion offline. Reach out to the customer and resolve the matter over the phone or in person. You don’t want to get into a back and forth conversation with an online audience.
  2. Don’t use stock photos. Web crawlers can detect when a stock photo is being used and will lower your ranking on search results if it finds stock photos on your Facebook page. Utilize original photos or videos with every post to stay high on search results.
  3. Don’t treat it like another sales channel. Though your goal should be to bring in new leads, your business’s Facebook page should be about connecting with your customers on a regular basis rather than another place to post commercials. Use your Facebook page to show the personal side of your business with staff profiles, event photos, and community engagement.
  4. Don’t forget to spell check! Keep your page looking professional by running a quick spell and grammar check on every post. This seems like a minor detail, but even a minor mistake can seriously harm your credibility online, so use all the tools available and make sure your text is checked before posting.

If you need help making Facebook work for your business, consider speaking to one of the Social Media Specialists at The Automotive Advertising Agency. We can make sure you’re using the platform to its fullest potential and help increase your social credibility. Give us a call today at 512.610.7300 or contact us at

About the author

Michelle Camacho is the President of The Automotive Advertising Agency.
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