Social Networking -- perhaps you’ve heard of it before, but are not quite sure what it means.  We talk an awful lot about it here at Dealer HD.  I understand we’re all on different learning levels when it comes to talking about social networking so here is a quick refresher course.

Social networking is the grouping of individuals into specific groups, like small rural communities or a neighborhood subdivision, if you will.  Although social networking is possible in person, especially in schools or in the workplace, it is most popular online.  This is because unlike most high schools, colleges, or workplaces, the internet is filled with millions of individuals who are looking to meet other internet users to develop friendships and business relationships, too.

When it comes to online social networking, websites are commonly used.  These websites are known as social sites.  Social networking websites function like an online community of internet users.  Depending on the website in question, many of these online community members share a common interest such as hobbies, religion, or politics.  Once you are granted access to a social networking website you can begin to socialize.  This socialization may include reading the profile pages of other members and possibly even contacting them.

Watch the video below for an awesome visualization.

Social networking plays a very important role in our industry.  Myself and others use LinkedIn to connect with peers.  I’ve created a facebook fan page for our business.  I also have a personal Twitter account, as well as a company one.

Now as a dealer you can begin to create accounts and identities on the various social networks.  You’ll begin to exist as a digital entity and allow customers to access you with their preferred social network(s).  You might be thinking, “How does this help sell cars?”  There are millions of consumers on social networks and they now have access to your digital dealership.  They use these social networks EVERY DAY to connect with friends, family and to meet new people with similar interests.

Imagine having your banner ad displayed for the people in your local area for a fraction of a cost of traditional media.  Imagine customers becoming fans of your dealership on Facebook.  Post a bunch of vehicle specials and they instantly see the cars on their main Facebook page.  Imagine sending out a “Tweet” on Twitter about a vehicle special and having customers check out your website because of it.  Imagine hiring your next General Manager via LinkedIn instead of paying thousands of dollars to advertise in the newspaper.

We’re going to delve more into these topics in more detail in the coming weeks and months.  We’ll transform you from internet beginners to internet professionals.  So sit back, relax and stay tuned.

I just moved to town and I don’t really know anybody.  I mean, I’m pretty familiar with the cool cats around here.  They’re definitely famous and they’ve got huge followings.  So I was shocked when I got a random e-vite the other day for a party hosted by everyone cool in town.  It was being hosted at this huge mansion on top of a mountain.  No way can this be happening.  Oh well I decided to go and at least see what the buzz was all about.  I walked up to the gates of the mansion and of course there were cool cars everywhere.  There was even a helicopter.  Neat.

I walked through the door and immediately recognized everyone.  Firefox was making drinks behind the bar.  Yahoo was giving MSN a giant wedgie.  I walked a bit further in and saw Google hanging out with what must have been 10 models.  “0 1 0 1 1 1 1 1 0″, he muttered as I walked by.  I don’t think people like me around here.  Well I think I’ll stay a while and mingle.  Oh by the name, let me introduce myself.  My name is Twitter.

Life is a party!  At least on the web where everything is going “social”.  It’s not entirely new either.  The idea of social platforms has been around for a while but the mediums they are cropping up in are changing almost daily.  Twitter is one of newest and most popular trends in social media.  It may not make sense to you now but the future marketing potential for your dealership is HUGE!  Our next update to Dealer HD brings a lot of changes that will make your dealership extremely unique is the social marketplace.  We’re doing things that no one else has even touched yet.  You’re all in for a treat on this one, I promise.

Let’s get a jump start on learning and putting social media to practice:

1. Sign up for a Twitter account for you personally – Follow people that are relevant to you.  The goal here is to find people who will teach you things and learn as much as you can.
2. Sign up for a Twitter account for your dealership – Again follow those relevant to you and start posting links to your website (specials, hot cars, coupons, news & events and promotions).  Build up your following.
3. Create a Facebook page for your dealership – This will allow you to upload new photos, events, videos and testimonials.  Customers might find you on Facebook before they find your website.  Cover all your angles.
4. Blog – Start a blog for yourself and for your dealership.  Write about anything any everything.  Recycle manufacturer press releases and put a twist on them with your own words.

This is only the beginning and there are new social networks being launched daily.  We’ll make sure that you are prepared for this next wave in online automotive marketing.  Web 2.0 is here and I have a feeling Web 3.0 is just around the corner.  Don’t hide from change, embrace it!  You’ll reap the rewards if you can get over being anti-social.

Information travels fast. As soon as news happens CNN.com has it on their home page, RSS news aggregators have delivered the content to subscribers, hundreds have written blog posts, it has a Facebook group, the footage is on YouTube, people are having a conversation about it on Twitter and Google, MSN and Yahoo! have indexed it for the world to discover. All of this happened while you were designing you newsletter and everything you were going to say has already been around the world. The simple fact is, Web 2.0 moves much faster than you. Today’s information is instant. Social Media helps connect us and distribute information faster and in new ways. If you’re thinking about sending out a newsletter, consider the following alternatives:

• Create a Facebook Group: By creating a Facebook group you allow people that are interested in your dealership to join your group. Facebook groups are great places to add photos, introduce new staff members, upload video of new vehicles and answer questions. It is one of the largest social networking sites on the web. There is no reason not to create one.
• Create a YouTube Channel: Creating a YouTube Channel is simple. In fact, if you have a Gmail account you’re already on your way. Upload videos to your YouTube account and be sure to tag them with relative keywords to help people discover your content. People interested in your videos can subscribe to your channel (something YouTube sets up automatically) and be notified when you upload new content as soon as it is available.
• Create a Twitter Account: I absolutely love Twitter. Once you sign up for a Twitter account, you’re on your way to connecting with your customers in a very unique way. Twitter allows you to send messages under 140 characters to the “twitterverse”. Your message is placed on the public timeline where it can be viewed by millions of other users. These users can follow your messages and every time you post a message (”tweet”), the people who follow you receive your message instantly. Other Twitter users can send you messages, comment, ask questions and even direct message you, for a more private conversation.

These are all viable alternatives to delivering the same content that you would normally put in a newsletter and send to your subscribers. The services listed above will have a profound impact on the way we communicate. Email is becoming less frequent, Cell phone minutes are being used less, text messages are being sent more and mobile Internet usage is on the rise. People want instant and the web is listening.

I do not recommend stopping your newsletter all together but do think you can safely start shifting the direction a bit. Start using your newsletter as a vessel to drive people to these “instant” marketing avenues. For example:

• Month One: Create a Facebook Group, YouTube Account and a Twitter Account and announce it in your newsletter. Explain briefly what each outlet is for and provide a link for your subscribers to visit each. Be sure feature this content in the newsletter to ensure people see it.
• Month Two: Move the Facebook Group, YouTube and Twitter information to an area in your newsletter that will be permanent. The placement of these links should not change from now on. Continue with your newsletter content as you normally would. Be sure to dedicate a few short paragraphs each month to each of these new areas. A brief summary of what happened, such as “We received 200 new members of our Facebook Group. Click here to keep up with our Dealership”.

Remember, persistence is key. People may not join or use these services at first, but as other companies and people start talking about it more they will use these new mediums to connect with you. Everything I mentioned is free and you can set all three accounts up in less than 10 minutes. Following these three recommendations will provide your dealership a way to connect to your customers in real time and can be used in conjunction or as alternatives to your monthly newsletter.