Are you still obsessed with ramping up your auto dealership’s Facebook following? Maybe you should dial it back a bit. That’s because, with all of the recent changes to the social media megasite, most businesses like yours – no matter how many fans/likes you have racked up – are being seen by less than 10% of your followers…that is, unless you pay to promote your posts. And, even those paid promotions show lackluster results.
That’s not to say Facebook isn’t incredibly important. It really, truly is. You should promote your social media presence on Facebook and Twitter and YouTube and even the less popular Google+ on all of your automotive direct mailers. Plus, because so many consumers actually use Facebook now as a way to find local businesses – they literally search for businesses by name on Facebook to get a sense of their personality and reputations – not having a well honed and consistently monitored Facebook page will do you a disservice. And, as we’ve discussed in the past, Facebook and other social media sites are a great place to not only disseminate information TO your consumers, but to receive information FROM them – you can ask questions, hold contests, request feedback and reviews and respond to comments and concerns in a public way, which makes Facebook a great public relations forum if you’re managing it properly.
Still, if your marketing team is overly concerned with Facebook and not spending more time diversifying your outreach efforts across all social media, you’re missing the boat. There are so many digital channels to choose from – all truly effective in their own rights – and they include everything from Facebook and Twitter to email, LinkedIn, digital ads, mobile apps, QR codes and beyond.
So remember, for as valuable as Facebook engagement is, according to research by the firm PageLever, most pages with less than one million followers receive less than three percent fan engagement on a daily basis. Staying visible and keeping your Facebook page current and relevant are important, and your direct mail pieces should always point out your myriad social media offerings, but merely focusing on Fan Counts or followers is a fool’s errand. It’s the diversity and quality of your outreach efforts that counts.