BMW of Minnetonka | Facebook Page

The automobile industry has experienced turmoil in the current economic struggles like most businesses.  Their economic struggle to survive has had a negative impact on local newspapers.  Car dealers are spending less on print and finding Social Media platforms like Facebook as a new venue to advertise and promote.  The accompanying video describes how one car dealer is using the popular Facebook Fan Page [for business and not to be confused with a personal Facebook account].

You can learn more about creating your own Facebook Page here.  A car dealer, salesman, or department like “service” or “finance,” can create their own page to advertise and promote your new and used cars, service, warranty products, washes and oil changes, etc.

Other businesses and individuals can create custom Facebook Pages for your Brand [ie, FORD on Facebook ], Product, Organization, Artist, Band, or Public Figure.

A draw back to using “outbound” Facebook advertising like the featured BMW of Minnetonka is missing the first rule of Social Media.  Social Media should be  “inbound”  and provide content like maintenance and service care, external protective waxes for high altitude owners dealing with UV, tire rotation, etc.   Articles on new individual safety equipment and how to install a baby seat brings the customer and prospective buyers back to learn more.

BMW of Minnetonka has made a bold and successful move to one Social Media platform and likely saving thousands in print advertising.  I like their professional look; however, the message is all about the dealer and nothing to do for you…the consumer.  That has always been the message car dealers in general have pushed in “outbound” marketing.

As BMW of Minnetonka continues to build their Social Media presence, the use of Twitter for each department would be a bold move particularly given the new GPS/Twitter advertising model making headway int the market.

A link to a WordPress hub is the key to successful online marketing.  Professional Linkedin Profiles for every department head and sales person can add credibility necessary in a historically skeptical consumer of of car dealers and sales people.

The correct use of Social Media will benefit the dealer by producing more prospects. The head of marketing for McDonald’s Restaurants recently said, “our new head of Social Media is the customer!”