Digital Dealer - May 2019 - 33
MA R K E TIN G & AD V E R TISIN G: Social Medi a
By Kathi Kruse
Founder,
Kruse Control Inc.
10 Traits of an
Extraordinary
Social Media
Manager
With the increase of
consumer preference to
use online channels for
communication, it's crucial
to devote attention to who
might be best equipped to
handle these valuable
customer relationships.
Today's social media is
marketing, PR, sales, and
customer service all
wrapped up into one. Your
social media manager
should possess the specific,
unique skills to ensure the
dealership's digital reputation is protected.
"Hiring the best is your
most important task."
-Steve Jobs
Who exactly is the best
person to speak for your
store?
It's not a simple answer.
After all, their job duties
encompass so many different aspects of visibility
in the customer's journey.
A customer's experience is
unique to each individual
and it must be managed
globally using the "new"
marketing funnel:
1. Awareness
2. Engagement
3. Consideration
4. Purchase
handle. Many dealerships
leave their digital reputation susceptible to digital
destruction.
It's surprising to know that
many dealers haven't put
much focus on this social
media manager position.
Some haven't designated
someone to manage all of
the components of their
online marketing, thereby
leaving their digital reputation vulnerable.
Please don't fall into the
trap of thinking your digital
reputation is "just fine" without your attention. Believing
it's not necessary to go to
the expense or trouble of
making sure your reputation
is protected is a great way
to ensure that it's not.
MANAGING
CONVERSATIONS IS KEY.
TODAY'S SOCIAL
MEDIA IS MARKETING, PR,
SALES, AND CUSTOMER
SERVICE ALL WRAPPED
UP INTO ONE."
5. Adoption
6. Retention
7. Expansion
8. Advocacy
Quite simply, "customer
experience" is the sum
of all experiences people
have with your store, which
includes a customer's
behaviors, attitudes, and
emotions about you.
A savvy approach is
mandatory to navigate the
nuances of each online
property and it's not a
job that just anyone can
D I G I TA L D E A L E R . C O M
Conversations about your
store should be monitored
and managed accordingly.
Someone must make sure
responses are thoughtful,
informed and a mirror of the
customer experience delivered in real life. Leaving this
to chance with an inexperienced team or person is
dangerous and leads to lost
sales.
If I've done my job at
this point in the article, I've
convinced you to employ
someone to oversee your
online assets. Before you
make a decision on who
that will be, it's crucial to
identify the ideal skills they
should possess.
Here are 10 traits of an
extraordinary social media
manager:
1. SOCIAL MEDIA
SAVVY
Continued on pg. 34
M AY 2 0 1 9
33
http://www.DIGITALDEALER.COM
Digital Dealer - May 2019
Table of Contents for the Digital Edition of Digital Dealer - May 2019
Digital Dealer - May 2019
Contents
A Message from the Show Director
Data Doesn’t Lie: Improve Your Fixed Ops Department and Yield Higher ROI for Your Dealership
Buyers Pickier in Today’s Buy/Sell Market
The Greatest Threat for Survival Could Be You
The Tales of a Parts Pro...
Developing a Revenue Center
Top 5 Reasons Dealers Need to Engage Their State Dealer Association
Interview with Doug Wilson
Broadcast Advertising Back to the Future!
Demystifying Digital Marketing: Using Metrics to Assess Effectiveness
10 Traits of an Extraordinary Social Media Manager
The Whole-Dealership Data Layer: The Time Has Come to Unify Your Data and Measure ROI
Digital Dealer 26 Rewind
Inspire Your Guest to Invest
The 4 Laws of Influential Conversations –Part 2
Million-Dollar Question: Can You Sell Cars?
Digital Dealer - May 2019 - Digital Dealer - May 2019
Digital Dealer - May 2019 - Cover2
Digital Dealer - May 2019 - 1
Digital Dealer - May 2019 - Contents
Digital Dealer - May 2019 - 3
Digital Dealer - May 2019 - A Message from the Show Director
Digital Dealer - May 2019 - 5
Digital Dealer - May 2019 - Data Doesn’t Lie: Improve Your Fixed Ops Department and Yield Higher ROI for Your Dealership
Digital Dealer - May 2019 - 7
Digital Dealer - May 2019 - Buyers Pickier in Today’s Buy/Sell Market
Digital Dealer - May 2019 - 9
Digital Dealer - May 2019 - 10
Digital Dealer - May 2019 - 11
Digital Dealer - May 2019 - The Greatest Threat for Survival Could Be You
Digital Dealer - May 2019 - 13
Digital Dealer - May 2019 - 14
Digital Dealer - May 2019 - 15
Digital Dealer - May 2019 - The Tales of a Parts Pro...
Digital Dealer - May 2019 - 17
Digital Dealer - May 2019 - Developing a Revenue Center
Digital Dealer - May 2019 - 19
Digital Dealer - May 2019 - Top 5 Reasons Dealers Need to Engage Their State Dealer Association
Digital Dealer - May 2019 - 21
Digital Dealer - May 2019 - Interview with Doug Wilson
Digital Dealer - May 2019 - 23
Digital Dealer - May 2019 - 24
Digital Dealer - May 2019 - 25
Digital Dealer - May 2019 - 26
Digital Dealer - May 2019 - 27
Digital Dealer - May 2019 - Broadcast Advertising Back to the Future!
Digital Dealer - May 2019 - 29
Digital Dealer - May 2019 - Demystifying Digital Marketing: Using Metrics to Assess Effectiveness
Digital Dealer - May 2019 - 31
Digital Dealer - May 2019 - 32
Digital Dealer - May 2019 - 10 Traits of an Extraordinary Social Media Manager
Digital Dealer - May 2019 - 34
Digital Dealer - May 2019 - 35
Digital Dealer - May 2019 - The Whole-Dealership Data Layer: The Time Has Come to Unify Your Data and Measure ROI
Digital Dealer - May 2019 - 37
Digital Dealer - May 2019 - Digital Dealer 26 Rewind
Digital Dealer - May 2019 - 39
Digital Dealer - May 2019 - 40
Digital Dealer - May 2019 - 41
Digital Dealer - May 2019 - Inspire Your Guest to Invest
Digital Dealer - May 2019 - 43
Digital Dealer - May 2019 - The 4 Laws of Influential Conversations –Part 2
Digital Dealer - May 2019 - 45
Digital Dealer - May 2019 - Million-Dollar Question: Can You Sell Cars?
Digital Dealer - May 2019 - 47
Digital Dealer - May 2019 - 48
Digital Dealer - May 2019 - Cover3
Digital Dealer - May 2019 - Cover4
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