BUILD A SOLID FOUNDATION TO YOUR SOCIAL MEDIA STRATEGY.
We are still in the thick of event season, which is great. There are so many opportunities to be in front of the industry, learning from experts and from peers.
At virtually all of these events, social media is a hot topic.
And it should be. The automotive industry is embracing social media tools simply because Canadian consumers are. If Facebook, Twitter, Google+, Reddit and other social media platforms are the new agoras where many Canadians are meeting to exchange ideas and share opinions, then we need to be there too.
However, for all the presentations and expert advisement that is being delivered at industry events, there remains tremendous uncertainty in the minds of many dealers we speak with about exactly how to participate in social media to achieve the greatest results.
This is understandable, as the whole social media space continues to evolve quickly, and new platforms and channels seem to emerge with increasing frequency.
So how best to proceed? What is the foundation of a great social media strategy?
Personally, I think the foundation of your social media strategy is similar, maybe even identical, to the key skill of a great conversationalist. It’s your ability to listen, not your ability to speak.
Consider the common analogy that frames social media as a conversation rather than as a communications medium. That analogy is one I agree with, so let’s play that image out a bit and see how it looks.
If you walked into a room where a conversation is already underway, you would not be successful entering that conversation if you immediately started speaking before hearing what the others were already talking about. You would first listen, then speak when the conversation offered the opportunity for you to make a relevant and meaningful contribution. At least, I think that’s how you would do it if you wanted to remain in the conversation.
Social media participation should be no different. Join and listen. Don’t start by contributing. And even once you are engaged and contributing, continue to listen more than you speak. You will find you learn a lot, and will be welcomed into many worthwhile discussions.
Go online to www.canadianautodealer.ca and watch the video that presents my thoughts on creating a great listening strategy. It offers simple, meaningful steps that will help you be successful in your social media efforts.
