By Kathi Kruse Founder, Kruse Control Inc. The Pros and Cons of Building a Dealership Facebook Page The time has come to get real about Facebook. Gone are the days when it was "free" (except for all the time you put into it). Today, the investment required to build a thriving Facebook page full of active, engaged members can be costly. Dealers should determine whether building a Facebook page makes sense for their store and re-evaluate their decision on a quarterly basis. BUILDING A FACEBOOK PAGE IS AN INVESTMENT. If you've spent any time in the Facebook marketing ecosystem, you know there is a time investment. Building relationships through trust takes time and if Facebook is your chosen platform, then be prepared to make an investment. A Facebook page should be considered a valuable company asset and as such, there are other investments required to retain its value: Strategy & Planning Financial Resources Human Resources ASSESSING THE RESULTS OF YOUR FACEBOOK INVESTMENT IS CRUCIAL. Once you spend time in the Facebook ecosystem and make any promotion DEALERS SHOULD DETERMINE WHETHER BUILDING A FACEBOOK PAGE MAKES SENSE FOR THEIR STORE AND RE-EVALUATE THEIR DECISION ON A QUARTERLY BASIS. efforts, you will realize that you can easily spin your wheels, invest time and resources, and end up with very little to show for your efforts. Always begin with a plan. Set goals and establish your strategy to achieve your goals. Ongoing measurement and analysis of specific KPIs (Key Performance Indicators) and metrics will determine if you're meeting the goals you've outlined. SHOULD I MAKE THE INVESTMENT IN BUILDING A FACEBOOK PAGE OR NOT? I hear from many dealers who are truly in a quandary about making the investment in Facebook...and with good reason. It's difficult to decide if something is right or wrong for your business when you don't have all the information. It's even worse when you don't know what questions to ask. I've outlined the Pros and Cons of building a Facebook page so you can determine the best route to take for your store. PROS OF BUILDING A FACEBOOK PAGE You can reach nearly every type of buyer. The average U.S. consumer spends 40 minutes per day on Facebook. It's embedded in our culture and part of our everyday lives. Marketing efforts should be focused on reaching the widest audience that's interested in what you sell (vehicle and service). Facebook is where your D I G I TA L D E A L E R . C O M Continued on pg. 44 JANUARY 2018 43http://www.DIGITALDEALER.COM