So I was spoke at an automotive event, and it reminded me of some work that I did with my team over the holidays. We gathered some examples of what various car dealerships have been doing on their social channels, and I added comment in the style of my book, Jab, Jab, Jab, Right Hook. Today I decided to re-release the case studies in a new format specifically for Slideshare! Whether you're in the automotive industry or not, these critiques should provide some substantial value to anybody looking to improve the quality of their social content.

2. (Click image for source)
KUNI LEXUS
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3. 1
1
Good creative. Looks native to the
platform, and doesn’t have any overt
branding or logos.
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4. 2
2
Always good to have lots of #hashtags, but I doubt
anybody is clicking through #GreenwoodVillage
to discover more content.
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5. 3
3
If you’re advertising hot chocolate, it’s probably best to show
what you’re talking about. This copy has zero relation to the
image, which I find to be seriously confusing.
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6. (Click image for source)
TOM’S FORD
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7. 1
1
Using a popular
meme to be seasonally
relevant? Perfect.
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8. 2
2
Matching hashtag, too?
Nicely done.
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9. 3
3
Hit up something like
memegenerator.net to
actually customize the
image text.
“Brake Yourself,
Winter Drivers are
Coming”
would have killed here.
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10. (Click image for source)
FIAT OF
MANHATTAN
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11. 1
1
If you’re going to plug a
product like these cute
car eyelashes,
GIVE ME A LINK SO THAT I
CAN BUY THEM.
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12. (Click image for source)
LIBERTY HONDA
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13. 1
1
Really solid right hook with
a great seasonal feeling.
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14. 2
2
The use of native text written on the
windscreen is something EVERYBODY
should be trying on Instagram.
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15. 3
3
Why no copy to go along with the image?
This is your chance to be really straightforward
with a “buy” CTA.
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16. 4
4
Again, like our first example, this has a great
volume of hashtags, but some of them are too
narrow to get you any discovery.
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17. (Click image for source)
STERLING McCALL
LEXUS
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18. 1
1
Image is incorrectly
formatted and stretched
out. Use this link as
a handy reference.
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19. 2
2
There is way too much
copy on the actual event.
The only CTA is buried at
the end of it way past the
point where any normal
person would have
stopped reading.
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20. 3
Speaking of the CTA, you
know Facebook events
have an RSVP function,
right?
3
Asking people to email
you is another level of
friction that will lose your
audience.
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21. (Source tweet no longer exists)
CARVANA
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22. 1
1
Fantastic newsjacking of
the Amazon Prime Drone
joke. Very smart.
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23. 2
2
The copy is laid out very
smartly, separating @s
and links so they don’t
get jumbled.
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24. 3
3
But seriously, guys, let’s
all agree to stop using
our own handles in our
tweets.
It’s weird and redundant.
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25. THANKS FOR READING!
FOR MORE
CASE STUDIES, KEYNOTES, & ARTICLES
CHECK OUT THE NEW
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