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LEXINGTON, Ky. — Social media events that drive traffic back to your website can often be very lucrative, as can social media events that make you an authority, thought leader, or trusted member of your community.

Those that are hazardous often misuse the intention of social media to score a quick buck. The intention of social media is to build lasting relationships and a presence in the mind of your prospects. 

Example One

When you begin developing a campaign that will use social media, it is important to know your audience and speak to your audience.

If you develop a campaign with an offer to plant a tree for a tweet, provide a link to your dealer website and make sure the trees are going to be planted in a needed area in the community near the dealership.

Also, capitalize on the planting with a follow-up event where the trees are picked up at the dealership, delivered to the site with dealership vehicles and planted with the help of key members of the dealership staff.

All these messages should be conveyed with social media prior to, during and after the events. Plus, mention positive comments made by as many participants as possible. Try to avoid an offer to plant trees in another country and remember to provide an easy way to connect with your dealership.

Example Two

A review of a dealership's website analytics showed a low number of visitors and a reduction in the number of leads coming from the website. The GM decided to run a social media campaign and offered a free movie ticket to anyone that found the movie title on their website.

They placed the title on the detail inventory page of their oldest vehicle on the lot. The dealership's website had a huge spike in visits, leads generated and they sold that oldest vehicle. A success, maybe.

When the promotion was over the website traffic and leads went down again. Having a strategy in place that would capitalize on the increase by capturing those that participated and a follow-up set of events, possibly with a movie theater, will provide not only an increase audience, but a more loyal visitor, maybe a buyer.

Example Three

When the bad press hit regarding Toyota, a dealership Internet manager engaged in social media decided to turn the negative into a positive. He developed a social media campaign that offered free oil changes to any local Toyota Prius owner that would provide a video testimonial.

They followed up with another social media campaign that offered one Toyota Prius (owner) who had previously provided a testimonial an opportunity for free oil changes for life, if they could demonstrate the highest number of miles per gallon, to be posted on the dealership's Twitter and Facebook pages.

The dealership realized a tremendous growth in their followers, but has not capitalized on the success since the Internet manager is no longer with the same dealership.

Developing and implementing social media events takes resources, creativity and time. When done correctly it can be the most cost effect advertising and marketing, online and offline.

If you have any questions or comments I would welcome them and would enjoy helping you reach your full potential with social media. Contact me anytime.

Fenster can be reached at ray@kainautomotive.com.