said 1 year, 6 months ago:
Thanks @rich-brooks and @eugenoprea
Pardon me but people who are active in Social Media networking clubs are hardly the general population, so the fact that we use Social Media to search for and research local services is neither here nor there. I mean I am sure Microsoft engineers overwhelmingly use Bing for search but the fact remains that Google is king of search.
Here’s my situation. My company has several customers who are auto dealerships. Almost all them are active (to different degrees) on Social Media. A few of them have a few thousand fans (which is not bad when your target area is in a radius of about 30 miles). But we are not seeing much traction except for some minor improvement in SERP ranking (which is valuable in itself)
My gut feel says that when someone is buying a car (which in most cases the 2nd most valuable purchase – after a house – in their lives), they would want to seek advice from their friends and would turn to social media.
But that does not seem to be happening. And the studies I quoted in my question seem to confirm that this phenomenon is not just our (or our customers’) failure but a common occurrence.
I suspect the main culprit is Google’s success in bringing up relevant pages based on the searcher’s location. And that is fine, because our customers usually rank in the first 4 listings for the keywords they are targeting.
My question really is what can we do (or advise our customers to do) so that they really see value for the efforts spent on Social Media? I do not think they are going to see a dramatic increase in number of leads they get simply because they post service coupons and special offers on facebook (which they do) because their target market finds the same coupons on their websites too.
So, how do we help them realize value from the efforts? To be clear, no one is complaining, but as a vendor, it is my job to see my customers get good returns on their efforts and money.
Any suggestions or examples?