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You Aren’t Tweeting Enough

December 27, 2012

Or are you? The debate continues on how much is too much. This article argues the case that when it comes to Twitter, ‘enough’ is never really enough. When you post relevant content and follow a few good rules, you could be doing yourself and your company a favor by sharing more frequently during the day. How much does your business tweet each day?

“We have a rule at our dealership – no more than 3 social media posts a day. Yes, Twitter is included.”

It’s not a secret. Those who follow me on Twitter know that I post 40-50 times a day. I’m a guy who has been sucked into social media and it works for me. It definitely wouldn’t work for a business. With that said, the infrequent way that the car dealers I monitor handle their Twitter is simply not enough. You need to Tweet more.

The notion that people will unfollow you if you post too much is still a reality… on Facebook. Twitter is different. Because of the way that the feed works in a chronological order rather than based on an algorithm the way Facebook and Google+ do it, each individual Tweet only reaches a tiny fraction of your audience at any given time.  Some say that, depending on the quality of your following, the best that you can expect is still less than 1% per Tweet. That means that if you have 1000 followers, less than 10 people actually see your Tweet.

To Tweet infrequently means that you’re not reaching the audience. To Tweet too much means risking getting unfollowed. The middle ground: a dozen. If you post around a dozen Tweets a day, you’ll find that you can be successful and garner more engagement without making people leave you in droves.

The other challenge when looking at this number is the time necessary to make it happen. A dozen sounds like a lot. Done right, it should only take about 10-20 minutes a day. Here are some tips:

  • Post 3-5 links. They can be to your blog, to a video you released, to industry news, to reviews of your products – the possibilities are limitless.
  • Post 1-3 proactive engagement @replies. Send a Tweet towards other local businesses, local influencers, and others in the industry.
  • Post pics – no limit here. If you’re a car dealer, you have plenty of things on your lot that can be sent as pictures. The new filter tools on Twitter mobile are excellent. Take advantage of them. Post pictures of cars!
  • Respond accordingly. If you’re only getting a couple of interactions and retweets a day, respond to all of them. If you start getting more interactions, respond to the “manual” ones. Anyone who talks to you directly (in other words, not a retweet) should get a reply from you.
  • Use your other social networks. Some people tie Facebook directly into their Twitter feed. I’m against this for several reasons that I won’t get into now, but you should definitely tie in Pinterest, Tumblr, and other social networks.



Focus on reach, rather than fan count, on your Facebook page

December 3, 2012

flickrAs Facebook grows and changes, businesses need to exercise prudence in what they post, as well as educate themselves on the metrics and stats of their page. This article from DrivingSales offers incite into how you should be directing your marketing campaign to focus on reach, rather than fan count.

Reach is Infinitely More Important than Fan Count on Facebook

by JD Rucker on Dec 1, 2012

For better or for worse, Facebook made it easier for people to report or block page posts in September. Since then, the need to tread carefully with posts has increased dramatically; too many reports or blocks can hurt a page’s performance dramatically. This is an important topic that will be covered more in-depth in a future series of articles, but for now it’s important to note.

As Facebook’s ability to drive traffic and improve branding continues to increase, the need to understand the metrics grows as well. Fans, the way that many businesses in the past (and some still presently) judged their effectiveness has never been as important as total reach, but now it’s even more important to note because of increased usage of the network. More people are on it and they’re spending more time on a daily basis. Facebook is no longer an option for businesses. It’s a must-have.

First, let’s get an understanding of what reach really is on Facebook.


Broadcast vs Cable: CEO Paul Accinno Weighs In

November 20, 2012

Check out the latest from WorldDealer CEO Paul Accinno – here he discusses the pros and cons of broadcast TV and cable TV, and explores which option might be best for your business. Originally published in Auto Success.

Should you schedule social media posting? Yes and no.

November 5, 2012

Utilizing a service that lets you schedule Twitter and Facebook posts in advance can be a wonderful asset to any business’s marketing plan. However, you shouldn’t let automated scheduling cause you to lose focus of your social media campaign. Automated does NOT mean ‘out of mind.’

Should you schedule posts?

by Timothy Martell on November 5, 2012

Social Media Schedule People often times ask if they should schedule their social content posting when marketing with Twitter and Facebook. The short answer is yes, you should certainly schedule. Depending on your industry, there are times of day that see more activity than others, and scheduling ensures you hit those times of day. There are a myriad of services that offer post scheduling to every major social network and you should absolutely be taking advantage of those (just do a Google search to find one that fits your needs).

Now are you ready for the long answer?

Scheduling is dangerous, especially on social media. As anyone who works in the industry will tell you, “setting” is all too often followed by “forgetting” and forgetting your social presence is the worst thing you can do. If you start to become an automaton, your friends, fans and followers will notice and they’ll stop interacting.

Does this mean you shouldn’t schedule? Of course not, you just have to be vigilant.

Social media isn’t a television ad. It’s less about direct sales and more about reputation. You spent the time building up this great community on these social media sites, and it would be a shame to ignore them.

So yes, please schedule your social media postings. It will ensure you don’t forget, guarantee you hit the busiest times or day, and let you build up a good lead so you get some more free time. Just be sure you check your networks once a day, whenever you get the chance, and interact with your community. Answer questions, join in making jokes, and above all: BE PRESENT!

Article originally published by Wikimotive.


Tell Your Story Like Honda

October 29, 2012

Honda is the latest example of an automotive company getting it right when it comes to social engagement. Storytelling is key to a positive, high-visibility brand image, and Honda is using social media more and more to tell their story – and very importantly, the stories of their customers. If people really do value “kindness over exclusivity,” every dealership and company (automotive or not) should be working to tell their story more effectively every day. How are you getting your dealership’s message out?

Honda cranks up social media storytelling

Mark Rechtin

Automotive News — October 19, 2012


LOS ANGELES — While it may not represent the bulk of its marketing spending, Honda is using more social media to further its brand message through storytelling.

Honda had great social media response telling the tale of “Million Mile Joe” — the Maine man celebrated for his very durable Accord. That success has spurred similar viral stories to be promoted by the automaker, said John Watts, American Honda senior manager of digital marketing.

“People are valuing kindness over exclusivity in a brand,” Watts said at the Advertising Age Social Engagement Conference here. Advertising Age is an affiliate of Automotive News.

“Your storytelling must be an extension of your brand,” Watts added. “Authenticity is not reality. Authenticity is not testimonials. Authenticity is not a spokesperson, a celebrity who may not even buy your product. Authenticity must be earned.”

Through its Facebook and YouTube pages, Honda has profiled Tim Mings, the last remaining shade-tree mechanic who works on the original Honda N600 hatchback. It’s not quite advertising, but it builds the brand.

“If you don’t tell stories that are authentic and true, your audience will have their guard up,” said Joe Baratelli, chief creative officer for RPA, Honda’s longtime ad agency.

More recently, Honda launched the “Honda loves you back” campaign, showing gestures grand and small to people who express devotion to their Hondas.

One big gesture involved the earnest young band Monsters Calling Home, which filmed a video in its Honda — if only out of sheer necessity for its quiet interior. Honda was so flattered that it “hired” the band for a corporate gig for 600 employees in Los Angeles.

But when no employees showed up — something about “meetings running late” — Honda turned the band members’ disappointment into glee by taking them across the street to play on the “Jimmy Kimmel Live” TV show. The video is on Honda’s Facebook page.

Sometimes the “Honda loves you back” gesture is smaller, but reflects genuine reciprocity. When a besotted Honda owner named Chris mowed the Honda logo into his lawn, Honda mowed “Chris” into the lawn of its corporate headquarters. When a Honda Fit owner sent Honda a painting of her car, Honda put a self-portrait of the woman in its headquarters lobby. After a customer proclaimed his love for Honda’s VTEC engines by shaving the logo into his hairstyle, a Honda employee did the same with the customer’s name. Photo evidence is posted on Honda’s Facebook page.

Watts cautions that, in using social media, the stories need to be engrossing and quirky enough that word-of-mouth spreads the tale.

“You have to go with your gut,” Watts said. “If you just listen to best practices, you will be safe and sorry. If they don’t care, they won’t share.”

You can reach Mark Rechtin at — Follow Mark on Twitter

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WorldDealer CEO: Traditional vs Digital: It’s Not an Either/Or Decision

October 22, 2012

WorldDealer CEO Paul Accinno recently published an informative article in AutoSucess, and we want to share it with our readers here. Click to zoom in. You can also read it online by following this link.

How is your dealership integrating traditional and digital media?

Creative Urban Dealers

October 16, 2012

Dealerships in urban environments have to be extra creative with limited space. Below are some great examples of dealerships making use of every inch, and doing so in style, as reported by Kicking Tires. Take a look…

Urban Car Dealers Get Creative


In most of the country, the car dealership is a standalone building on a strip of road. Sometimes it’s a road lined with dealer upon dealer so shoppers don’t have to go far if they’re cross-shopping. In recent years, these “storefronts” have grown to gigantic proportions with upscale showrooms and service waiting areas with cappuccino machines and free Wi-Fi. The industry has a term for this: the “dealership as destination.”

But what about dealerships in the big city? When you think of a city like New York or Chicago, car dealerships don’t usually come to mind. Urban density makes creating a dealership you want to visit a lot harder without the luxury of suburban sprawl to build on.

We found three such dealerships around’s Chicago offices, and the results made for some innovative facilities tucked into urban Chicago, which tied Miami for the fifth-priciest U.S. city in Mercer’s 2012 cost-of-living survey. Check them out below.

Mini of Chicago

Open since June 2011, Mini of Chicago’s glass-panel showroom is tucked just east of a parking lot where you can shoehorn around 100 Minis two deep without obstructing the dealership’s 21 service bays. The showroom sports 25-foot ceilings, yellow end tables and a Chicago Blackhawks oil painting. Given the location – just over a mile south of Wrigley Field – foot traffic is huge.

“We have a ton of dogs come in,” General Manager Steve McDonald says. “We actually have a water dish out front.”

The 28,000-square-foot property used to be a Saab-Lincoln-Mercury dealership, and McDonald says the brick-lined service area carries over. One of the biggest challenges is finding test-drive routes around the dealership’s urban environs. Salespeople take customers 1.6 miles east to Chicago’s Lakeshore Drive, but traffic often puts a fast kibosh on much fun.

That’s OK, McDonald chuckles. His easiest sales tactic to sell a Mini to a Chicagoan: “You just pull it into a really tight parking spot.”

Mini of Chicago

Mini of Chicago

Mini of Chicago

Mini of Chicago

Mini of Chicago

Next: Mercedes, Fiat