It’s important to get your dealership team involved at every level, from the very top all the way down. Not only does this improve engagement, but it shows everyone your dealer principal and the rest of your leadership team are regular people who are involved in the day-to-day activities of the business. Especially when it comes to social media, it’s important to highlight those in leadership positions and ensure they’re interacting with your online followers to boost engagement, encourage online interaction, and ultimately, improve brand recognition.
In a recent report, Forbes released feedback from global executives, confirming that 69% believe social CEOs benefit their companies. And company leaders across the globe are taking note of this insight, with the world’s 50 largest companies boasting an over 80% CEO online presence.
Overall, however, company CEOs are slow to adopt social media as a necessary form of communication and interaction. Among the entire Fortune 500, a mere 32% of CEOs have LinkedIn Profiles, and an even lower 10% are on Twitter.
The Importance of Presence
Consumers and employees alike need to be aware that company leaders are everyday people—just like them. By becoming and staying active on social media, CEOs can help build relationships, create more relaxed platforms for interaction, and make themselves more approachable. This has a tremendous positive impact—not only on customers and bottom lines, but also on employees and the level of engagement that builds for companies. When CEOs get involved and contribute on a regular basis on their companies’ social platforms, it helps to humanize the brand, and it shows everyone is connected and unified as a team.
For your dealership, keep in mind social media is a great way to share information and let your customers know what’s going on. A majority of consumers get information from social sites, and when you’re invested in sharing and updating them on the platforms they frequent, you’ll end up building solid relationships that lead to more sales. It’s important for those in leadership positions to interact and share via social media in order to build solid relationships with your customers and better understand their marketplace needs—and it will set an example for employees as they reach out via social as well.
There are some solid examples of how CEOs in automotive are successfully connecting via social media, beginning with Mary Barra, CEO of GM, who makes weekly posts on Twitter. Additionally, Elon Musk, CEO of Tesla Motors, posts on Tesla products, science, and the future of motoring regularly. These posts help keep everyone aware of the company, environment, and events that are taking place.
Consider posting regularly to platforms like Instagram, Twitter, Facebook, and Snapchat to build lasting relationships and learn what customers are looking for from your dealership. If you have a company blog, it’s also a great idea to be sure you include a variety of voices, including that of the CEO and your leadership team, to express a broad range of content. Remember, your social posts can be about work, family, and hobbies or passions you may have, but steer clear of a hard sell and focus on the relationships you’re building.
When CEOs get involved in a company’s social activity, the benefits are many. Consumers will get to see a company that’s led by an approachable and personable individual, and employees will be more likely to engage as well. It’s a networking opportunity that allows businesses to reach more consumers and build their brands more quickly than traditional routes, and it’s a great way to stay top of mind with shoppers who may be in the market for what you’re selling.
Author: Joey Little
Joey Little serves as Director of Digital and Social Engagement for AutoAlert. An expert in customer experience management, he educates automotive professionals at speaking engagements across the country. With results-driven advice and proven industry knowledge, he assists dealerships in reaching their audiences and increasing business via their social platforms.