Social media began as a network to stay in touch with others, but it has quickly evolved into a channel for commerce. Most industries still don’t know how to effectively use social sites like Facebook, Twitter, and Instagram – but there are some car brands out there that just get it.
People use social media to share what they love – their cars included. According to research by MediaPost, “Millennials account for more than half of all adults planning to buy or lease a new automobile during the coming year. Focusing on the places where Millennials are (84% of car buyers are on Facebook), is more essential than ever”. So, how are car brands using that to their advantage and getting people excited on social media? Let’s take a look at some top examples:
BMW – With over 19.4 million Facebook fans, it’s no secret BMW is a powerhouse at social media. They encourage their fans to post pictures and their driving experiences to the page. They have a customer service team that monitors the buzz on social networks so they can reply back in a timely manner. BMW also plays a big role in storytelling. They have high quality pictures, videos and commercials that are posted to their social sites.
MINI- This brand is the most active on Twitter. They maintain their presence by posting on average 2-3 times per day, which is enough to stay fresh in their followers’ minds without overpowering their newsfeeds. Mini shares high quality pictures and videos. They also engage with their audience by developing branded hashtags.
TOYOTA USA– Customer service is key and with Toyota’s fast replies, a decent amount of banter and friendly, knowledgeable staff on hand to answer questions – it’s a no brainer that they are exceling in social media marketing. Their social pages are filled with the latest news, community and charitable events, video and photos to keep fans engaged. Toyota is also a big part in the racing world and they use their social media outlets to share the latest stats and race events to provide fans with exciting content.
According to Ad Age “consumers say that social media plays almost as big a role in purchasing decisions as does television.” Keep in mind, whether you’re a car brand or not- there are simple takeaways to use to vamp up your social media sites.
- Tell a story
The use of videos and images allows brands to tell ongoing stories that encourage followers to come back for more. It’s not enough to simply post text content.
- Engage with your customers
People want to interact with the brand. Be sure to ask questions and address issues. Don’t just sit back and watch.
- Humanize your brand
This is your chance to show your followers that you’re not just a corporate robot.
To learn more ways to use social media effectively, check out our blog 5 Ways to Use Social Media to Sell More Cars.
-Michelle Stabler is a Social Media Coordinator at Stream Companies, a Philadelphia based advertising agency