Twitter, as a discussion forum is much discussed. It is both a blessing and a curse as certain political wives have recently discovered. The many millions of people using this popular social device have amongst their number a fair few lame-brained idiots but, for the most part, it’s fun. Now that the initial entertainment value has long since passed, users have discovered what a useful tool it can be.
This is especially true of business users who are increasingly employing this medium as a sales, promotion and information tool. It is as good for recruitment as it is for organising an event. This has not been lost on car dealers.
There is a great enthusiasm for automotive topics. Car bloggers abound. Some of them are poor but equally many are entertaining and knowledgeable. There is much chat about new cars and used cars. The impact this has on the car industry can’t be underestimated, so much so that manufacturers are prepared these days to release preview cars to amateurs. Dealers have found that they can buy and sell cars to other users both private and trade. Twitter has also been useful for the independent car market to join together for mutual benefit. Motor industry news and reviews are just a click away.
It is also an important customer service tool and is the ultimate word-of-mouth promotion as it is a public forum. Nothing works better than a satisfied client tweeting his satisfaction to his followers. Of course, it also works the other way and bad or crooked dealing will be broadcast to the world in very short order. This helps to drive quality service.
Best of all – it’s free! In our modern, rather fractured, society it is a good way to build both personal and business relationships. The opportunity is there to run competitions, spot quizzes and other promotions. It is the work of a moment when there’s only 140 characters to work with per tweet.
The growth of social media has perhaps been slow coming to the attention of the automotive industry but they are all well and truly on board now. It isn’t just Twitter of course. Facebook allows for a greater dissemination of information and images whilst LinkedIn is for business networking and so on; and the list keeps growing.
Social media is clearly the way forward for the car industry. The paper-based small ad is a thing of the past. There will be someone out there who knows the whereabouts of the ideal vehicle purchase – all you have to do is ask. Or rather Tweet.