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Return on investment. It’s a term that is thrown around in the automotive industry by vendors to catch the attention of prospective dealers, but so many times the costs do not match the results. That’s not across the board, but particularly in the realm of automotive social media, the ROI is often minimal.

There are plenty of techniques and services available to help businesses get more reviews on sites like Google, Yelp, and DealerRater. While these services often (but don’t always) work well to get more reviews, the cost to make it happen can often be used better budgeted elsewhere and the crutch that they create for your[…]

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