Automobile Dealers: When It Comes To Your Virtual Real Estate, Don't Be An Absentee Landlord

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This is a case study about what happened when a large automobile dealership, ranked in the top 50, with more than a dozen rooftops, established a "community site" for its customers, employees and vendor but left the site unmonitored and untended.

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Automobile Dealers: When It Comes To Your Virtual Real Estate, Don't Be An Absentee Landlord

  1. 1. AUTOMOBILE DEALERS:<br />
  2. 2. Social media for automobile dealers has been a frequent topic at industry conferences, in blogs, and discussion groups over the past 18-24 months<br />Less a question of why than how<br />Auto dealers recognize the need to be present in social media<br />Challenge to establish appropriate goals and to balance the time commitment of content production, community management, reputation management and review strategy with dealership operations<br />
  3. 3. Social media sites are an excellent vehicle for increasing visibility in organic search results<br />Publishing fresh content on blogs, PRs, pages on Facebook/Twitter/YouTube/other social media sites result in these sites showing up on SERPs helping your dealership dominate Page One organic search results <br />Establishing your own community site also helps with SEO <br />
  4. 4. If you want to be a virtual real estate mogul, don’t be an absentee landlord<br />Establishing a social media presence without monitoring it is worse than not having a presence at all<br />“Set it and forget it” mentality is dangerous<br />
  5. 5. Example of a large automobile dealer group ranked in the top 50 with more thana dozenrooftops that established a “community” site for “Customers, Employees and Suppliers”<br />
  6. 6. When this dealer’s own name is Googled, the community site comes up as the #4 organic search result.<br />
  7. 7. The site was invaded by squatters and turned into a link farm. The discussion forum was taken over and hundreds of entries offering various prescription drugs, including Viagra, were posted.<br />The activity had been going on for more than a month indicating that the “community” site for “customers, employees and suppliers” had gone unmonitored and unvisited by anyone associated with the dealership group<br />
  8. 8. The squatters who invaded the site were not limited to online purveyors of prescription drugs<br />
  9. 9. Any prospective car buyer clicking on the #4 organic search result would potentially find these graphic images on the community site<br />
  10. 10. Strategy of using community site to automatically push content to other social media sites extends the reach of the SPAM-mers messages to other sites<br />
  11. 11. There are no short cuts in social media<br />Having an unmonitored social media presence is potentially more damaging than having no presence at all<br />If you don’t have the time, energy, interest or resources to manage your dealership’s social media presence and reputation, get help<br />

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