Use social media broadly, or lose customers J.D. Power
A new study from J.D. Power emphasizes the importance of engaging with consumers through social media not just for marketing, but to answer customers questions and respond to servicing needs. Younger buyers are especially interested in getting questions answered and complaints resolved on Facebook, Twitter, Google+ and fan sites. Older buyers are more likely to use social media for marketing, such as coupons and specials.
The study looked at a variety of industries and singled out the auto industry as the only one to do well in social media for both marketing and servicing. Chevrolet, Ford, Subaru and Toyota performed particularly well.
The study illustrates the relationship between a positive social media experience and consumer purchase intent, said Jacqueline Anderson, director of social media at J.D. Power. It also shows that companies that are focused only on promoting their brand and deals, or only servicing existing customers, are excluding major groups of their online community.
In other words, automakers and dealerships alike need a comprehensive social media strategy.
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