Crass commercialization on Facebook shows your true colors. It say’s “I don’t care about the community, I just want to sell something to you slackers.” This is to be avoided at all costs. Behaviors that trigger this message can come in all forms. We’ll share some of these with you as we come across them on Facebook.
One that popped up in my email box today was from a Hyundai dealer. They are obviously part of a dealer group and wanted to boost the friend count for all their stores. Rather than a casual invitation for each store over a month or so, they blasted out the invites. So I check my email and find a truck load of these things (see image).
Needless to say, I deleted this dealer from my friend list and ignored all their intrusive invitations.
Research has shown that consumers are not looking to Facebook for car shopping or retail engagement. Here is our article discussing the research on Facebook. There are companies offering services to dealers that can post inventory, provide service department information and other “dealer website like” functionality on Facebook, but there is no strong evidence these enhancements will help auto retailers sell more vehicles via this popular social media channel.