You have to get involved in social media. Social is where the people are.
While this is true with 133 million US citizens representing 57.1% of internet users using Facebook, I have struggled a little in explaining to auto dealers why they should be advertising on it. This is not a proud revelation I share, but it is true. Then, to help explain this topic, I found an article about a disgruntled Google employee who quits, writes a blog post about his frustrations, and answers the question about why you should advertise on Facebook quite succinctly.
Not necessarily intending to do so, his explanation for why businesses should advertise on Facebook is -
“Google could still put ads in front of more people than Facebook, but Facebook knows so much more about those people. Advertisers and publishers cherish this kind of personal information, so much so that they are willing to put the Facebook brand before their own. Exhibit A: www.facebook.com/nike, a company with the power and clout of Nike puts their own brand after Facebook’s? No company has ever done that for Google and Google took it personally.” You can read James Whitaker post at http://blogs.msdn.com/b/jw_on_tech/archive/2012/03/13/why-i-left-google.aspx
Right there in that one simple paragraph, James Whitaker summed up why businesses, including car dealers, should advertise on Facebook. Facebook knows more about the people you are messaging, and successful advertisers like Nike understand just how valuable this information is. How powerful would it be for a Ford or Chevy dealer to show one of their truck ads to pick-up truck owners in their territory? How about with a vehicle image in their favorite color? They’re not there yet, but that’s where Facebook is headed. You’ve heard how affective behavioral targeting is in digital advertising, well how powerful is a platform that allows you to target folks based on their own self admitted hobbies, likes, and comments? Because Facebook can segment audiences appropriately based on these preferences, you could almost look at Facebook as a revolutionary form of advertising. This is what most businesses dream about, getting to reach their specific audience with each individuals own preferences.
The recent changes to Facebook’s advertising options, a post for another day, make it even more powerful. If you haven’t started leveraging Facebook yet, take your cue from Nike, a recognized marketing powerhouse, and get in the game.