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There's Gold in those Social Media Hills

One of the biggest complaints about automotive social media is that it hasn't yielded ROI in the way that most dealers expected. It was supposed to be a golden nugget of sales and service that could drive more eyeballs to a website and more visitors to the showroom because so many people are on sites like Facebook, Twitter, and Pinterest. The results have not been as favorable as expected. In fact, many dealers have given up on the concept of social media being more than a place that they have to watch for the sake of their reputation.

This is apparently an incorrect notion. Social media has ROI for car dealers according to an article on DealerOctane. The concept is that by taking the data that social media offers, dealers can hyper-target individual car buyers in ways not common on other advertising venues:

The time spent on social media is, in essence, money. Any time spent crafting Facebook posts or replying to comments is time that could be spent selling more cars. However, it has become a necessity for aggressive car dealers to take advantage of social media’s power of reach, so at least some effort is put into it. Then, there’s the budget factor. Social media, despite what many are still claiming to the contrary, is pay-to-play. Thankfully, the amount that one needs to spend on social media advertising is minimal compared to just about any other type of marketing.

Read more on DealerOctane.

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Falling Facebook Likes is a Good Thing

In the early days of Facebook marketing, many vendors and dealers focused on the number of likes they could get to their page. This was important because those who liked a page were the most likely to see the posts in their news feed. Today, with organic reach pretty close to being dead, likes have take a backseat to reach and engagement.

Facebook is furthering the call for a lowered focus on likes by going directly after them. They are killing off zombie accounts and this is a very good thing. If you see the likes on your page reduced, you know that it's just Facebook's way of dissolving the fakery that's been happening on the site for a while.

As Willis Williams put it on ADM:

The important thing to remember is that Facebook filters out fake profiles better than anyone else. That’s why it’s always been hard for people to “buy likes” for Facebook in recent years. You will lose likes during the purge but it won’t be catastrophic.

Read more on ADM.

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Did Facebook and Ferrari Collude to Steal a Fan Page?

"Collusion" is a strong word to use, one that can get people in hot legal waters, particularly when going against mega-companies like Facebook and Ferrari. With no legal background and only a cursory understanding of the situation, we're prepared to call it what we think it is. Ferrari and Facebook colluded to take a fan page from someone who was simply better at social media than the manufacturer was.

According to a story on Automotive News, Olivier and Sammy Wasem created a fan page (completely legal and within the bounds of Facebook's TOS) in 2008 that went on to become more popular than the official Ferrari fan page. As a result, the page was given over to the company despite the work that the Swiss father and son had put into it. Again, we don't know all of the details, but on the surface it certainly sounds like the big guys squashing the insignificant little guys. If it's true, shame on both Ferrari and Facebook for being so obtuse.

"Ferrari wanted it," the Wasems said in a complaint filed Oct. 14 in San Mateo County Superior Court. "So, with Facebook's knowledge and substantial assistance, Ferrari took it."

Read more on Automotive News.

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Simon Leggett posted a blog post
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