Automakers Using Social Campaigns to Drive Off With New Business
Car companies are turning to social media to gain customers, keep current customers happy and grow their business.
If you’re a consumer, turning to social media before buying a car would be a wise decision so you can read reviews and hear what others have to say about your car of choice. You can also see if the car company is offering any sort of promotion or special via social media.
As a car company, having a social media campaign and budget has become a necessity – no longer is it considered a ‘luxury’ for any type of business.
Twitter Pulling Forward
Social networking site Twitter found that its users are more than twice as likely to buy a new car as the average American household is, according Twitter Inc.
A Datalogix study found that of those Twitter users, the ones that retweet or reply to an auto advertisers’ promoted tweet have a 32% higher chance of buying a new vehicle than those that don’t.
Another way that automakers are using social media is by means of customer service.
About one-third of social media users prefer to use social media, versus the 800 number, to address customer service issues, according to The Nielsen Company. Certain customers expect this type of service, and do not want to work with companies who do not utilize social media.
Ford is one of the auto brands that are really pushing excellent customer service skills via social media. They realize that the faster they can respond to questions or complaints and provide feedback, the more satisfied their customers will be.
And let’s not forget about safety.
Researchers at Virginia Tech’s Pamplin College of Business believe that social media can be incredibly useful when it comes to providing information about vehicle safety or any defects of the car.
Customers can find relevant information with a quick internet search; and car manufacturers can see what customers are complaining about quickly and efficiently, making sure the problem gets resolved as soon as possible.
Look at the Numbers
We know auto industries are using social media, but just how effective are they with their campaign strategies?
Unmetric, a social media analysis company took a close look at each car companies’ social media strategy.
Audi ranks number one for Facebook and Twitter; Volkswagen ranks the best for YouTube and Pinterest. Ford has the most Facebook fans, but the two companies that generated the most user engagement on Facebook were Audi and Mercedes.
When it comes down to it, why you buy a car will not be strictly because you like the social media campaign, it will be because the price was right, the timing was right and you really like what the car has to offer. Social media campaigns can help get you there, though.
Ford’s Ford Fusion campaign collaboration with the hit TV show New Girl took online watchers directly to the company’s website.
Sales following the month after the episode aired increased by 6%. Other top-selling campaigns include Toyota’s use of Pinterest, Chevrolet’s use of video social media platform Vine, and Volkswagen’s successful YouTube campaign.
Buying a car is a major purchase for most U.S. households.
Being well-informed and doing your research, by means of the internet, social media and talking with others, will ensure you get the best car for your money.
Photo credit: Huffingtonpost.com
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