HAS FACEBOOK REACHED ITS PEAK???

May 18th, 2011

This question was asked in 2008 by Wired Magazine when Facebook's population was ONE-FIFTH the size it is now and again recently in one of the automotive dealer forums.

The only thing that's reached its peak is our ability to understand the sheer potential of Facebook.

If Facebook users can organize quickly and cohesively enough to bring down a government (Egypt), it's word-of-mouth potential is far greater than we can appreciate. Moreover, many businesses are just starting to recognize that the data potential of a portal where nearly 600 million people give up very intimate details about themselves is insanely valuable–the likes of which we've never seen before. They struggle with understanding how to leverage all that juicy information, but dealers should seriously ponder the myriad of ways they can connect with people here because at any time, 5% of them are actively shopping for a car.

Please note that I said "connect." Listing your inventory on your dealer fan page limits its exposure to just your fan base of 200 (or however many) fans. It's also the easiest way to LOSE fans: who wants their news feed filled with your vehicles, particularly if they're not shopping for one? Or who wants to see all your pickups, SUVs, etc. if they're looking for a convertible? No one… not even you… and I'll bet you've "hidden" a dealer who abuses Facebook with their undiscriminating inventory feeds (just like people have done to you if you're "that guy.").

The far more powerful–and appropriate–alternative is to list your inventory on Facebook's Marketplace, where Facebook users go TO SHOP, attracting 15 million unique visitors a month. Plus, on all of your Marketplace listings, all the friends of each person in your fan base will see that their friend "likes" you, lending instant–and invaluable–credibility to your dealership. And, of course, each time anyone comments on a vehicle (fan of your dealership or not), all of THEIR friends see that post… and if one of their friends comments on top of it, then all of THAT person's fans will see it, exponentially leveraging your exposure to people who are not in the Marketplace.

80% - 90% of your fan page should be about showcasing the HUMAN side of your dealership… posting pics of your staff taking a day to work for Habitat for Humanity, announcing the annual toy drive and 5K runs you're hosting, posting pics of happy people with their new cars and the company picnic and your bring-your-dog-to-work-day, posting interesting articles, etc. That is what people will find interesting on a daily basis. The remainder can be about incentives, free oil change coupons, truly stellar testimonials (presented humbly and graciously, no self-aggrandizing)… and after all that, then the occasional hot piece of inventory you just got in.

By keeping most of your inventory in the Facebook Marketplace you're respecting the way people use Facebook, you're staying visible by presenting compelling content that even appeals to people who aren't car shopping, and you're immeasurably benefiting by giving folks great reasons to shape wonderful opinions about your dealership.

HomeNet Automotive sells unlimited, premium listings on Facebook Marketplace for just $200 a month. We also list our customers' inventory on their fan page for free. Click here for more information: http://www.homenetauto.com/products/oodle.asp

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