Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: http://read.dmtmag.com/i/481024
Think your target customers aren't spending time on social me- dia? Think again. According to research released by Ipsos Open Thinking Exchange (OTX), the average American social media user spends 3.2 hours per day engaging with their social chan- nels — and those demographics aren't limited to teenaged girls on smartphones. Notably, 35- to 49-year-olds report spending 3 hours a day on social media, and 50- to 64-year-olds report spending 2.4 hours a day engaging with social channels. If you're like a lot of outdoor power equipment dealers, your social media strategy is probably pretty basic. However, given the growing pervasiveness of interactions on social media as a driver of our opinions and online actions, it's critical that you consider ramping up your social media efforts as the busy sea- son fast approaches. Where to start? First, it's important to determine which social networks you'll engage with. While ARI recommends Facebook, Twitter and Google+ at a minimum, it is critical that you only expand to the number of social networks that your dealership can actively engage with on a daily basis. That's right. You need to be tuned into your social accounts on a daily basis in order to reap the rewards of the social platforms. If you can't, don't dilute your efforts by adding new networks like Instagram or Pinterest just because the dealer across town did. Master your presence on your established accounts, and only add new networks as you have the time to properly manage them. So what do you need to do to be successful on social media in 2015? We'll start with your daily action plan and move on to some strategic social tactics that can help you reap the most re- turn on investment (ROI) out of your social efforts. Social Media action Plan (Part 1): Social liStening It's called social media for a reason — your social channels aren't intended to be a soapbox; rather, you should view them as a ven- ue for genuine interaction with your customers and prospects. In fact, according to Edelman's brandshare 2014 consumer mar- keting study, nine out of 10 consumers want to have meaningful interactions with companies on social media. How do you create those meaningful interactions? Start lis- tening! Here's your daily social media listening action plan for a few of the top social channels: Facebook: 1. Like posts shared about your dealership. 2. Reply to any new posts and messages from customers. 3. Comment on and share any relevant posts from local media outlets and the major brands that you carry. Twitter: 1. Check your "Mentions" tab to see new interactions and followers. 2. If you're still in the process of growing your follower base, take the time to thank new followers. 3. Star and retweet relevant posts from local media outlets and the major brands that you carry. 18 APRIL 2015 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com Feature Story | Website Solutions Image ©Istockphoto.com/RawpIxel. ■ By Colleen Malloy Social strategy for the selling season