Digital Dealer - May 2019 - 34

M A R K E T ING & ADVERT ISING: So cia l M e d i a Continued from pg. 33

A SOCIAL MEDIA MANAGER MUST HAVE THE
ABILITY TO MAINTAIN PERSPECTIVE AND ABOVE ALL,
NOT TAKE THINGS PERSONALLY."
She/he should be a
regular user of social media
personally and should be
well-immersed in the social
environment.
She/he should be able
to tell a good story. If they
have a blog or write for online media, check out what
they've written. It's a great
way to observe their skills
and decide if their personal
brand fits the company's
criteria.

2. BRANDING
AND MARKETING
EXPERIENCE

We've talked about how
social media is equal parts
marketing, branding, sales,
PR/crisis management, reputation building, and data
analysis.
I can't tell you how many
employees I've met who've
been put in charge of a
dealership's social media
that have ZERO branding
and marketing experience.
Social media is simply
a channel(s) with which
to engage customers and
deliver key messages that
are relevant to their needs,
concerns, and challenges.
Experience level is evident
in your message and your
results.
3. ABILITY TO FOCUS

Focus is fast becoming
an essential marketing skill.
Amid the many distractions facing social media
managers, the ability to
concentrate has become
increasingly complicated.
34

M AY 2 0 1 9

We lost our focus on social media, which has made
interruption an art and
science. The very medium
we work in has provided so
many distractions that it's
a gigantic task just to keep
track of what we were doing
15 minutes ago.
From meetings to content

Here are the signs of
emotional maturity:
 You maintain a positive
attitude
 You're independent
 You're truthful
 You're responsible
 You're accessible
 You're gracious and
giving

IN TENSE CRISIS
SITUATIONS, WHERE
THERE'S AN AUDIENCE
WATCHING, A SOCIAL
MEDIA MANAGER MAY
NOT ALWAYS DELIVER A
SOLUTION, BUT SHE/HE
CAN ALWAYS DELIVER
EMPATHY."
creation to compliance
training to social community
management to Facebook
ads, the sheer deluge of
interruptions is enough to
make even the most Zen
person turn and run.
Until there is a unified
answer to this onslaught,
focus remains an individual
skill the modern marketer
must strive to master.

4. EMOTIONAL
MATURITY

A social media manager
must have the ability to
maintain perspective and
above all, not take things
personally.
The ability to understand
and manage one's emotions
supports your dealership's
healthy online community.

D I G I TA L D E A L E R . C O M

 You notice and verbalize (with composure) when
you're wrong
 You've created a
space between feeling and
reacting
 You're compassionate
to yourself and others
 You know when to quit
and when to persevere
 You know when, who,
and how to ask for help
 You've realized the
more you know, the less
you know, and you're OK
with it
 You seek self-mastery
5. EMPATHY AND
PATIENCE

Empathy is the key to
great customer service and
make no mistake, social
media IS customer service.

The act of putting yourself
in your customers' shoes
helps a great deal with
understanding their needs
and addressing them accordingly.
During tense crisis
situations, where there's an
audience watching, a social
media manager may not always deliver a solution, but
she/he can always deliver
empathy.
Empathy is also vital in
creating high-quality social
media content and ads.
Content hits the mark when
the customer is left thinking,
"Wow, that was meant just
for me!" Empathy is what
allows a social media manager to create such content.
"Patience is not passive.
On the contrary, it is concentrated strength." - Bruce
Lee
Sometimes, customers
will be angry with you.
Sometimes, customers
will need extra attention to
understand things.
Sometimes, things will
simply be difficult.
The worst thing to do in
these situations is to lose
your cool.
Impatience not only
impedes our ability to enjoy
life, but it makes us worse
at doing the difficult things
(like being an extraordinary
social media manager).
Understanding the
addictive nature of anger,
irritation, and outrage helps
prepare for crisis situations.
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Digital Dealer - May 2019

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