It wasn’t that long ago that social media was a nice touch for auto dealers. Now, it’s an absolute must. The problem is that many dealers think they are using social media, but they’re just spinning their wheels without gaining any traction. Small mistakes on social platforms can hurt business, turn away customers, and reduce engagement.
As experts in the social media, our social media team has compiled the top six social media mistakes that dealerships make, along with some proven tips to avoid them.
Mistake 1: Ignoring Customer Engagement
What It Looks Like: Have you ever noticed those unanswered questions or comments on your posts? That’s a missed engagement. When customers reach out on social media and receive silence in return, it doesn’t go unnoticed. In fact, it can deter other customers (and potential customers) from even starting a conversation out of fear of being ignored.
Why It Hurts: Did you know that 71% of consumers who get a quick response on social media are more likely to recommend that business. It’s a big chance to build trust and show you’re attentive. More importantly, you want to answer those questions before someone from the competition does.
How to Avoid It: Make sure you have someone ready to reply to comments, messages, and reviews. Tools like Meta’s Inbox are handy. Better yet, team up with us at Dealer Authority. Our social media engagement services keep you ahead, ensuring no customer query persists.
Are you curious about how Dealer Authority compares to the competition? Check out our case study on how our car dealership’s Facebook ads perform against other automotive digital marketing companies.
Mistake 2: Inconsistent Posting
What It Looks Like:
Picture this: one week, your feed is bustling with posts, and the next, it’s quiet as an empty showroom. This hit-or-miss approach can leave your followers wondering if you’re still in business.
Why It Hurts:
When your posting is sporadic, it can give off the vibe that your dealership isn’t engaged or even operational. Regular activity keeps your audience connected and builds momentum by showing that your dealership is thriving and active.
How to Avoid It:
Get organized with a content calendar that maps out what to post and when. Mixing your content with Reels, photos, videos, and stories can keep things fresh. If keeping this up sounds like a full-time job, let our expert team of social media strategists take the wheel. We can manage your content calendar so your online presence is as polished and professional as your showroom.
Mistake 3: Neglecting Video Content
What It Looks Like:
If your last video post feels like something that belongs in a museum, you’re missing out. Today’s car buyers love engaging with quick, informative videos like Reels, YouTube shorts, or TikToks, and not using these tools means you’re invisible to an audience that wants to consume your content.
Why It Hurts:
Videos are where everything is online—they get more views, engagement, and shares than static images. People actually search videos almost as much as they search Google for information. Without throwing some video content into your social media plan, you’re losing visibility to potential buyers who thrive on video content to make their buying decisions.
How to Avoid It:
Step up your game by incorporating video into your social media playbook. Showcase your newest cars, dealership events, or even a day in the life at your dealership. Give viewers a dynamic view of what makes your place special. At Dealer Authority, we’re experts at planning video content that catches the eye and captures interest. Let us help you make the most out of your video assets so your dealership is a star on every feed.
Mistake 4: Over-Promotional Posts
What It Looks Like:
Scroll through your social feed. Is every post shouting about a sale, discount, or promotion? If every message from your dealership is a hard sell, it’s time to rethink your approach. Most online users appreciate a value-first approach. That is just another way of saying you provide valuable content first and ask for the sale second (or even third).
Why It Hurts:
Constant sales pitches can wear out your welcome in followers’ feeds. People enjoy brands that interact and engage, not just sell. If you’re always in sales mode, you risk being ignored or unfollowed.
How to Avoid It:
Balance is key. Mix up your content with posts about community involvement, helpful automotive tips, or interesting questions that invite interaction. When you do include a call to action (CTA), please keep it simple: one clear message, one link. This helps avoid overwhelming your audience and keeps your posts clean and effective.
Mistake 5: Poor Quality Visuals and Copy
What It Looks Like:
Even if a picture is worth a thousand words, we still want to be careful about the quality of what we say. Are you posting blurry images? Still using stock photos that could be any dealership anywhere? These common shortcuts may be easy, but they can hurt your brand’s image more than you might think.
Why It Hurts:
First impressions matter. Low-quality visuals or irrelevant memes can make your dealership seem out of touch or unprofessional, which turns potential customers away. Unless your images stand out, people will scroll right past them.
How to Avoid It:
Invest in high-quality, professional photos of your selection and your dealership. Show off your actual cars and team, not generic stock images.
You wouldn’t put a dirty car in your showroom, so why would you present anything less than the best online? High-quality, authentic images add credibility and keep your audience engaged with your content.
Need some inspiration? Check out our list of best car dealership videos for paid search and social.
Mistake 6: Ignoring Analytics
What It Looks Like:
Posting without purpose and not checking how well your posts perform can leave you in the dark about what your audience really likes. You already analyze other sales data to help make better decisions, so why not use the same strategy with your social media?
Why It Hurts:
If you’re not tracking the impact of your posts, you’re missing important insights that could drive your strategy. Understanding what connects with your audience can transform your social media from guesswork to precision marketing.
How to Avoid It:
Make data your friend. Regularly check how different posts perform in terms of likes, comments, shares, and clicks. This work is an investment in understanding your audience. Adjust your content strategy based on solid data, not just hunches or trends.
Steer Clear of Social Slip-Ups with Dealer Authority
Social media is the engine for your dealership’s success, but like any engine, it needs the right maintenance to run its best.
By steering clear of these common automotive social media pitfalls, you can ensure your posting efforts get the job done. The goal isn’t just to be seen. It’s to engage and convert, turning followers into customers and browsers into buyers.
Dealer Authority is here to turbocharge your social media strategy. With personalized advice, expert insights, and hands-on management, we help you connect with your community, showcase your collection, and build the kind of social media presence that drives results.
Don’t let easily avoidable mistakes put the brakes on your potential.
Are you ready to shift your social media into high gear? Contact us today for a personalized consultation. Let’s put your dealership in the fast lane to success.
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