january-february

17 only going to help you sift through the data… and there’s a lot of it. “Approximately 88% of 18- to 29-year-olds indicate that they use any form of social media. Younger Americans, especially those ages 18 to 24, stand out for embracing a variety of platforms and using them frequently. That share falls to 78% among those ages 30 to 49, to 64% among those ages 50 to 64, and to 37% among Americans 65 and older,” published Pew Research Center. Furthermore, “Some 78% of 18-to-24-year- olds use Snapchat, and a sizeable majority of these users (71%) visit the platform multiple times per day. Similarly, 71% of Americans in this age group now use Instagram and close to half (45%) are Twitter users,” continued Pew Research Center. But Facebook remained the primary platform formost Americans in 2018, with an enormous reach across a wide range of demographics despite the grumblings of recent algorithm updates. “Roughly two-thirds of U.S. adults (68%) now report that they are Facebook users, and (approximately) three-quarters of those users access Facebook on a daily basis,” continued Pew Research Center. All the more reason to find out where your target customer spends time online, so you canmeet them in their preferred comfort zone. Look Within, Sometimes Less is More Social media may be a sure way to engage with customers, but it’s definitely time consuming—from proper content planning and copy writing to image resizing and demographics targeting. A good place to start is by looking within, especially if you’re one of many business owners wondering where the resources are going to come from to support these initiatives. Committing to an active online presence, from managing Yelp reviews to populating content on social media, doesn’t have tomean an increased head count—at least not right away. If dedicated social media personnel isn’t in the budget, then offer current staff a chance to step up. They’re going to be trolling Instagram anyway, so why not give them an opportunity to show off how they’re invested in the growth of your shop? “Nine out of 10 times, there’s always someone in the shop who managers have to yell at to get off their phone,”Wagenbrenner laughed. “Think about it, the ones you’re yelling at are primed and ready to be your social media go-to. Not the owner, not the GM, not the foreman, but the guy who won’t get off his phone,” he continued. Additionally, you can go to the new Marketing Garage on eKeystone.com and download our ready-made social share posts on your preferred media outlet and voilá— you’ve got the latest info from the aftermarket ready to share with your customers. Next, and this is critical, remember that sometimes less is more. Melinda Emerson, author of the e-book How to Become a Social Media Ninja , stated if managing multiple platforms is going to stretch resources too thin, then pick one social platform and dominate; at least in the beginning until branding and a rhythm are established. Go ahead and claim your profiles on the other networks, but focus most of your time on the one or two platforms that will have a significant impact. Build Your Brand and Start a Conversation No matter which way you slice or dice it, social media is personal. “It’s your personal brand first, and your job or business second. You need to convey your persona. Get above the noise. Be different,” said Kedma Ough, speaker and small business consultant. Easier said than done, we know. How can anyone get above the noise on social media when the platforms have become, well, so loud? If the goal is to build a community around your store, a growth-centric message is essential but, according toWagenbrenner, “It’s all about checking the boxes for engaging, educational, informative, and entertaining content with an element of storytelling. That’s how you attract an audience.” To do so, shop owners must be willing to explore and articulate the “we are” and “why” behind a business. Show how fellow enthusiasts are the ones elbow deep in the engine bays. Take your online audience on a virtual tour of your showroom. Inspire employees to share their knowledge about specific topics through short instructional videos. Include pictures of the team attending local events, fundraisers, and trade shows. Encourage your customers to post a review of their shopping experience. Liven up your feed with shares from other relevant social media accounts. Images, infographics, video, offers and promotions, blog posts, and industry research or data are all fair game. The challenge is to package the content in a way that your target audience wants to consume it. The message a business puts out to the world may be one sided—it’s a personal story, after all. Yet a conversation is anything but, and that reciprocal communication is exactly what customers want. Choose to tell your story where customers are listening and that sense of community will follow. Check back with us soon in an upcoming issue of RPM for more helpful social media tips, such as content planning, organic versus paid reach strategies, and more. “Roughly two-thirds of U.S. adults (68%) now report that they are Facebook users, and (approximately) three-quarters of those users access Facebook on a daily basis...”