Social Media for Dealers

“Who really cares what I had for breakfast”, “I don’t have anything to talk about”, “Nobody calls when I post inventory on Twitter”.  I have many RV dealers tell me that Twitter seems pointless. In all fairness, it’s true, Twitter most absolutely can be a pointless waste of time, IF you approach tweeting that kind of  breakfast mentality (I get the breakfast example thrown at me quite often!).  On the other hand, Twitter can be an amazing tool for finding customers, connecting with prospects, and sharing information.  Again, you just have to approach Twitter in the right way.

So what’s the wrong way and what the right way on Twitter?  Here’s a quick breakdown:

How not to use Twitter

1.  Don’t shout your message
Twitter (and most social media platforms) is a completely different way to market your RV dealership.  Unlike TV, radio, print, direct mail, or newspaper, Twitter is a not a forum to “push” or “shout” your sales message.  Shout too much (any shouting might be too much at first) and you’ll just get blocked or ignored.  People don’t use to Twitter to get sold to, they use it to connect.  Take a look at your tweets, are you selling too hard?  Twitter is not the place for any type of hard sell or self-serving promotion.

2.  Don’t share details about your breakfast (unless they’re really funny)
If it sounds boring when you write it, it’s going to sound boring when someone reads it.  Use Twitter to write about what you’re passionate about, to talk about camping/RVing, to share tips, to check in with customers, and to highlight special events.  We have a ton of “What to write” archives for when you get stuck.  Don’t take the “What’s happening” prompt literally.  Write about what people will care about.  It might take some time to brainstorm, but it makes a difference.

3.  Twitter is not an inventory stream
This piggybacks of #1 and #2, don’t shout and don’t be boring.  If all you use Twitter for is to push inventory and post trade-ins nobody is going to pay attention.  Unless it’s a one of a kind deal or an amazing unit it’s not going to do much for you.  People aren’t using Twitter to get inventory listings, they’ll go to your website for that, when they’re ready.  A constant stream of inventory tweets will get lost in the noise.

4.  Don’t just follow celebrities
When was the last time Ashton Kutcher tried to buy an RV from you?  The celebrities are numerous (and often entertaining) on Twitter, but they’re not really your audience.  You need to find real people, real prospects who will care about what you have to say.  There are a plethora of tools to help you find locals on Twitter, to search for camping or RVing enthusiasts, and to help you locate the RV industry on Twitter.  Following a few famous people is fine, but you need to be narrowing in on your prospects and listening to them. (More on finding who to follow here)

How to get the most out of Twitter

1.  Listen
We really can’t say it enough, listen listen listen.  To truly understand how to get the most out of Twitter, take the time to hear what people are saying.  Listen to those who tweet well, to the RV community, to customers and potential customers, and to competitors.

2.  Model your Twitter after a great “tweeter”
If you’re not sure how to start tweeting on your own, listen until you find someone who impresses you — then mold your style and technique after them.  No harm in learning from the best!  Here’s a quick selection of a few grade A tweeters who might get you on the right track: @Jaunted, @nytimestravel, @zappos, @JetBlue, @chrisbrogan, @chrisguillebeau, and of course, @jaycorvs.

3.  Be conversational
Instead of pushing your sales message, present topics that can drive conversation.  Post interesting article and ideas, pose questions, answer questions, link to articles, say “hello”, say “thank-you”, and be helpful.

4.  Consistency is key
You can’t tweet once and expect a sales miracle.  Building a following and connecting with customers takes time, patience, and consistency.  It’s worth it.  Tweet regularly, converse regularly, and pay attention.  Make Twitter a part of your routine.  Write down ideas and schedule time to post.

Twitter is not pointless.  When you stop talking about food and screaming “Sale Sale Sale!!” and when you start listening and conversing you’ll make progress and understand how powerful this platform can be.

Filed under: Strategy, Twitter, customers, Getting started, how to, learning, Listening, promotion, sharing, social media, Twitter, what to write