There has been a lot of hoopla over the last few days about the apparent death of organic reach on social media for businesses. The idea that has been floating around is that posts that appear to be ads are no longer going to get much exposure without ad dollars behind them. This is hitting the automotive industry like it's something new, but in reality it has been that way for some time.

Facebook hasn't killed organic reach. They're cracking down on posts that seem to be advertisements without the appropriate budgets behind them. This isn't targeting small- to medium-sized businesses like car dealers. It's targeting big companies, those who have hundreds of thousands or millions of Facebook fans. For those of us who work with local businesses such as car dealers, nothing is going to change. Nobody had the true fan base to have a noticeable organic reach in the first place.

To be successful on Facebook, dealers must have a diverse and stategically sound advertising and content plan in place. Not to be self-serving, but my company has been doing it for some time now and realized long ago, well before the latest announcements and blog posts, that organic reach for car dealers was no longer a viable strategy. That doesn't mean that everyone needs to start boosting posts or throwing up ads to make up for the lack of organic reach. It takes experience and testing to get the types of results that can actually drive car sales.

The "big announcement" was just another attempt to get businesses to realize they can't be successful on social media without paying up. Thankfully, it's just not that much money to find success, especially when viewed relative to other forms of digital advertising that isn't nearly as targeted.

Email me when people comment –

You need to be a member of Dealer Bar to add comments!

Join Dealer Bar


  • Great post Erika. I especially liked Nobody had the true fan base to have a noticeable organic reach in the first place." Thats why I love the unpublished post so much. Its so targeted. Only delivered to the people of your choosing. Many fan bases are so screwed up from the previous efforts of companies that didn't get it. The "Get likes, no matter where they come from" strategy has diminished the dealerships effectiveness on social media. 

This reply was deleted.
RB is now a member of Dealer Bar
Apr 22
matthew wheeler is now a member of Dealer Bar
Mar 23
Simon Leggett shared their blog post on Facebook
Mar 6
Simon Leggett shared their blog post on Facebook
Mar 6
JD Rucker posted a blog post
"The other sites just have too much spam."
That was the complaint that we received most often when discussing with dealers and other vendors about the variety of sites out there that serve the automotive industry. One would have to sift through sale…
Feb 11
John Newber updated their profile
Jan 22
Brad Miller is now a member of Dealer Bar
Nov 10, 2016
Pete Gallego is now a member of Dealer Bar
Oct 28, 2016
Dianne Saunders is now a member of Dealer Bar
Oct 17, 2016
John Newber is now a member of Dealer Bar
Aug 30, 2016
Simon Leggett updated their profile photo
Aug 19, 2016
Simon Leggett posted a blog post
A number of traffic accidents are associated with distracted driving. This includes the use of mobiles which results in severe injuries or even loss of life.The continuous pings on our phones happen to distract us. You feel the urge to attend that m…
Aug 19, 2016