Taking social media local
Just about anywhere you go, TV commercials for local car dealerships are a joke. The low production values, the cheesy jingles, the guy in the gorilla suit — it’s impossible to take them seriously. Social media for local dealers, however, could be a completely different story. All the things that hold local businesses back in traditional media are no longer a factor online. Businesses can be as creative and engaging as they like. So why isn’t every local business jumping at the chance?
The answer may have something to do with attitudes back at national headquarters. JD Rucker argues that social media has the power to bring American cars back from the brink, by creating a new standard for customer service at the dealer level. But most manufacturers are more interested in creating viral videos and other advertisements that grab attention but don’t build engagement. These companies need to realize that while they’ve got the tools and the training, their local affiliates are the ones with the skills that build customer relationships. Franchise owners across America can attest to that. Small businesses, affiliates and franchisees all need to take control of their social profiles — and their parent companies either need to provide backup, or at least get out of the way.
Should local businesses have separate social media efforts from the mother brand? How should local social campaigns differ from global ones? Anyone got a favorite local business that does social media especially well?
Image credit, Terraxplorer, via iStock
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Posted by Planetwebfoot on January 5th, 2010 at 1:40 pm
Thanks for sharing this article with us.To answer you question in a nutshell I would say yes, local businesses should have separate social media efforts. There should be guidelines put in place, and head offices should of course have strong input in terms of the branding/marketing and overall feel of the site, but local businesses know their target audience more than corporate head offices do and they should relinquish some control over their social media efforts.
Posted by Andy Swindler on January 5th, 2010 at 4:01 pm
Yes, since the root of social is people, each community needs to be regarded with the individual respect it deserves. This means that a single message simply cannot have the same impact for every person in every region. Social media marketing provides the unique capacity for people in local communities to take charge of the value that marketing provides, keeping the money local rather than shipping it off to headquarters. Savvy dealers and others in the automotive industry realize this when appealing to local customers who are unique to that area in their ideals, income, and attitudes.
http://GoHuman.com is paving the way for a new kind of local marketplace where value is shared amongst members of the community. Automotive is one of the industries we are targeting first, for the reasons outlined in this article. Join us and see the difference you can make.
Posted by tim on January 5th, 2010 at 7:29 pm
Local car dealers are not hamstrung by the manufacturers. If anything, the manufacturers wish that car dealers would change their ways. For example, Toyota builds great cars but their Independent Dealer network delivers substandard customer service. Car dealers think in 30 day time frames. They beat their sales staff over their heads to “follow-up, follow-up, follow-up” while investing a pittance in customer retention themselves. They admonish the same sales staff to “stay off price, sell features and benefits” while advertising loss leaders that no-one wants to buy. Social media? Here’s a challenge, contact every local New Car dealer in your town and see whether you can get the owner on the phone, or to get to personally respond to your email. Good luck!
Posted by Donna DeClemente on January 6th, 2010 at 6:19 am
I recently met a women who owns ajd operates a couple of Subway restaurants in the greater Syracuse, NY area. Her daughter started a Facebook page for them and they now have over 1.2 million fans! They know how to engage their fans and keep it fresh and local. The national chain has a page as well and last I looked it was less than 500,000. So yes, local works great for some businesses.
Posted by Michele on January 6th, 2010 at 7:42 am
Thanks Donna!
http://www.facebook.com/Subway365
Posted by Natalie on January 6th, 2010 at 9:09 am
Yes, go local. First, I think that it is crucial for franchises to equip and train their local affiliates if possible. An organization needs to be on the same page in terms of their social media perspective. I think that you are able to provide increased relevancy and user experience when you give the customer information that specifically applies to them..
Posted by Cathy Wood on January 6th, 2010 at 9:54 am
Thanks Donna DeC- I am the one with the SUBWAYs in Syracuse. Michele is doing a fabulous job with our local DeWitt and East Syracuse sites. Keeping all of our fans with SUBWAY food on their minds. Whether it is for lunch or dinner or even a party platter or platter for a business meeting or tailgate. SUBWAY feeds people with fresh baked bread and beats all other prices in the area. It was a pleasure meeting you at the fall meeting. Hope to see you again! People like to see their local business connected. Thanks all!
Posted by Jesse Stanchak on January 6th, 2010 at 10:17 am
Cathy/Michele — You guys are exactly what I’m talking about. Well done!
Posted by Douglas Naegele on January 6th, 2010 at 2:25 pm
I’m curious on how the local newspaper shake-out will influence this. On the one hand, I can see local businesses a little confused on how to embrace “new” media when their ads traditionally revolved around calling the same person at the local paper and running pretty much the same ad.
On the other, it might force them to take another look at something they are a little scared of — social media. And the old “We don’t have money for that” line might fall-away as local papers disappear — freeing up the budgeted print money.
Posted by Jesse Stanchak on February 5th, 2010 at 2:40 am
Cathy/Michele — You guys are exactly what I'm talking about. Well done!