It is absolutely essential that your dealership social media business pages are managed by someone who understands your brand, your company philosophies and the goals of the social media campaign. Too often we see the reins being passed to a junior staff member because they already have a Facebook page or are on Twitter! Prepare for the slow-motion train wreck that will inevitably follow.
This is an area that needs professional management…Here are some personality types that you want absolutely nowhere near your social media marketing management!
- The four letter word assassin
This recently was an issue for Chrysler after an employee of their social media company tweeted the F-bomb. So, if you can’t keep this language from leaving your finger tips, you probably shouldn’t be representing the online reputation of your dealership.
- The overly sensitive type
You know this one! Every communication from another social media user which seems like it is in any way critical (this will happen to a dealership) is replied with a serious put-down or an insult. Think of the stand-up comic delivering a witty one-liner to a heckler. Except in social media it isn’t humorous at all – it looks like your dealership is paranoid and has a bit of a nasty streak! And you will alienate not only those that the sarcasm is directed at but most other people who read it as well.
- The non-listener
Yes, a very familiar beast this one. You know the people you are in the middle of a conversation with who can’t wait for you to finish what you are saying because they have something way more important to share. They are likely to talk over the top of you and glaze over as soon as you reply so they can think of the next momentous comment! Put these ones in charge of your dealerships social media page and they will talk at people all day long but never engage in a real conversation by actually listening. You must create dialogue, not monologue.
- The serial spammer
You know these guys, the ones who send you a friend request and when you are polite and accept they instantly hit you upside the head with the details of the huge sale going on at the dealership or pictures of the cream puff trade in that just came in and was only driven back and forth to church by the original owner of the car. And when you block them they pop up again with another profile under a slight name variation and try again… and then you realize there are dozens of these blood-sucking zombies all with the same profile picture. And you have to kill them one by one!
- The drunk poster
When having a couple of adult beverages, step away from the phone or PC or else you may get a status update or tweet like this! “I’m abshowludely fiiine… I might just share some really hilari… hilari… funny things on Twitter…” or “Out celabraking th 8 pownda grosss we made on custttttttamer today”. Don’t think your online community would be real impressed!
- The social media telephone type
These ones are easy to spot! They are on social media every minute of the day sharing what aisle of the supermarket they are in, what they are eating, or checking in from the dealerships bathroom. They have taken the fact that social media should be about engaging with people and having conversations to an extreme – most of their threads are characterized by “uh-huh”, “yep”, “do you think?”, “might be” and lots of other fascinating snippets.
- The stalker
Pretty self-explanatory – these ones develop an unhealthy fixation with certain other social media users. The initial interest is flattering but when every post you have ever added to Facebook is liked and every tweet ever from you is retweeted it starts to get a bit creepy. These are the ones celebrities hire big guys with reflect sunglasses to protect them from 24/7!
- The bore
If someone’s offline conversation is usually scintillating enough to induce a coma then you can quite reasonably expect the same results when you ask them to look after your dealership social media pages.
Well, there’s 8 of them, who have I missed?
What other personality types can you think of that would have a catastrophic effect on your dealerships social media results?