New Facebook Oversight Board: What Does it Mean for Your Dealership’s Social Content?

Back in January 2019, Facebook announced its plans to institute a Content Oversight Board. The social media company finally unveiled the Board this week.

Per Facebook, the Content Oversight Board is “a global body of experts separate from Facebook that will make independent and binding decisions on the cases they choose to hear.”

This announcement comes after months of controversy surrounding Facebook’s content enforcement policies.

The ultimate goal of the Board is to give users another avenue to appeal moderators’ content enforcement decisions. From Facebook’s perspective, empowering an objective third party could also help deflect allegations of bias or selective enforcement of content policies.

What Does This Change Mean for Your Content?

While this change might interest individual social media users, the real question here is what does this development mean for dealers with a healthy social media presence?

The answer is, it depends. The vast majority of users and advertisers will likely never find themselves in the position of appealing to the Content Oversight Board for any reason. Most dealership social media managers don’t often post controversial or inflammatory content.

However, changes like this also represent good opportunities for advertisers to revisit a wider range of best practices when it comes to social media advertising. Maybe you’re not in danger of running afoul of content moderators, but there are still plenty of major and minor ways you could unintentionally drop the ball on social media – potentially harming your digital reputation and costing you revenue opportunities in the process.

Here are four do’s and don’ts to always keep in mind when it comes to managing your social media presence:

  • Keep it positive. If your brand feels compelled to touch on contemporary events or you feel getting topical with your content could serve your business, focus on yourself as a valued member of the community.
  • Remind yourself often of who your target demographics are and tailor your content to their interests and meeting their needs. Establish a tone for your brand and stick to it. Consistency in message content and delivery is key.
  • Focus on a few social networks that don’t have too much overlap, as opposed to spreading yourself too thin or sticking to just a single platform.
  • Watch what your competitors are doing, audit your performance regularly, and keep an ear to the ground for mentions of your brand so you have a handle on consumer sentiment. Without a good awareness of what’s going on, you’re flying blind. In the same vein, be quick to respond to consumer feedback and always keep your responses polite, professional, and useful.

There’s no doubt that getting social media right is a moving target. That’s true for advertisers in any industry and, as Facebook’s news demonstrates, it’s true for the social media companies themselves.

It may be unlikely that your dealership ever has to worry about content moderators, but let this news instead serve as a reminder to re-evaluate your current social media approach.

What’s working? What’s not working? What could you tweak to boost engagement, direct more traffic to your site, and ultimately increase conversions?

Follow these four best practices to get off to a good start, and consider partnering with experts who can handle the ins and outs of social media management for you so you can focus on what you do best: selling cars.