Wall Clutter and Pushy Sales Efforts Discourage Customers from Liking Dealer Facebook Pages
Posted by Ralph Paglia
Excessive Frequency of Posts, Fear of Unwanted Contact by Sales People Discourage Car Dealership Likes On Facebook
Social media users who don’t like Car Dealers on Facebook are primarily deterred by newsfeed clutter (47%), while many don’t want to be contacted (36%) or are concerned about their privacy (30%), finds Lab42 in September 2012 survey results.
Irrelevant Content Clutter was also the culprit for unliking Dealer Facebook Pages: among the 73% who have done so, dealers posting too frequently was the top reason why. March 2012 survey results from Chadwick Martin Bailey (CMB) and Constanct Contact similarly found that over-communication was a leading turnoff for Facebook likers.
Dealership Discounts and Promotional Offers Drive Likes More Than Loyalty
Overall, the Lab42 study finds that 87% of the social media users surveyed like business pages on Facebook. When asked their biggest motivator for doing so, these respondents cited promotions and discounts most often (34%), followed by free giveaways (21%). Loyalty and business trust were cited by 14% and 11% respectively. 77% of respondents who liked businesses on Facebook reported having saved money as a result of their likes.
Still, 46% have liked a business from which they had no intention of buying. Asked why, 52% of this segment reported having liked the business for a free item, while 46% said they couldn’t afford the products, and 24% that they liked the business to help out a friend.
Even so, most social media users appear to truly wish to connect with car dealers and other businesses via Facebook. Of those who like a car dealership’s Facebook Page, 82% believe that Facebook is a good place to interact with those businesses. 3 in 4 feel more connected to the business on Facebook, and 35% feel that the car dealers and business owners listen to them on Facebook. This preference for engagement on Facebook is supported by the June 2012 results from an Allstate/National Journal survey, which found that 64% of social media users want to see an increase in companies using social media to respond to customer questions and c….
Embarrassment Does Not Discourage Car Dealer Facebook Likes
The Lab42 survey also finds that some product categories discourage likes. 22% of respondents reported having been too embarrassed to like a certain business or brand, most often in the categories of adult novelties, weight loss products and health and wellness products. Car Dealers were not found to be a source of embarrassment and this factor does not influence their Facebook Likes.
The overall results reveal that the leading ways by which car dealers can get non-likers to like them on Facebook are through more giveaways; posting less often; and letting consumers hide the fact that they like the business.
But, car dealers and other businesses may see little value from that engagement, particularly from young social network users. April 2012 survey results from a group of professors showed that almost 7 in 10 Millennials who like a business on Facebook rarely o…, while a February 2012 report from Ehrenberg-Bass Institute revealed that just 1% of Facebook users who like big brands such as Procter & Gamble or Coca-Cola actually engage with those brands.
About The Data: The Lab42 data is derived from a survey of 1000 social media users.
Data Source: www.marketingcharts.com
- Why Do Some Customers Avoid Your Dealership’s Facebook Page? – Automotive Digital Marketing Professional Community (automotivesocial.wordpress.com)
- Creating Your Social Marketing Strategy: Defining the Functional Requirements (automotivesocial.wordpress.com)
- Content Marketing for Car Dealers Getting More Attention: Lead Generation and Website Traffic (automotivesocial.wordpress.com)
- Why Facebook “Likes” Alone Are Not Enough (blogs.constantcontact.com)
- The Secret Reason People Aren’t Liking Your Facebook Page (blogs.constantcontact.com)
- [Q&A] How to Create Engaging Facebook Content (Without Going Crazy) (blogs.constantcontact.com)
- The No. 1 reason people un-‘like’ brands on Facebook (prdaily.com)
- These 20 Brands Lost The Most Facebook Likes The Day Of The Fake Fan Purge (businessinsider.com)
About Ralph PagliaRalph Paglia; President of ADM Consulting, LLC former Vice President - Digital at Tier10 Marketing. Director - Digital Marketing at ADP Dealer Services from 2007 through end of 2010 where he was responsible for industry vertical thought leadership and solution creation while establishing new ADP digital marketing solutions. For many years, Ralph has created automotive marketing business models that support business revenue growth and generate shareholder value, while building a network of relationships and partnerships resulting in alliances that support revenue growth.
Posted on October 7, 2012, in Automotive, Automotive Digital Marketing, Automotive Social, Automotive Social Marketing, Car Dealers, Facebook, Social Marketing, Social Media Marketing and tagged Automotive, Automotive Marketing, Automotive Social, Automotive Social Media, Automotive Social Media Marketing, Business, Car Dealers, Car dealership, Digital Marketing, Facebook, Facebook Page, Fan Acquisition Cost, Marketing, Social Marketing, Social Media, Social Media Marketing. Bookmark the permalink. Leave a comment.