Here’s a recent post I wrote for The Headlight Blog
It’s no secret that automotive marketers will be slashing budgets over the next year. Social media programs, often classified as experimental, may likely end up on the chopping block, but perhaps wrongly so. In 2009, marketers mustn’t drop social media all together in a recession; instead they should refine what social media means to their organization by adopting the following three strategies:
1. It’s time for utility, not entertainment
In 2009 marketers must focus on social media programs that are rooted in utility, rather than entertainment. The next year should be devoid of hokey microsites that ask fans to vote on catchphrases or house quirky viral videos. A 2009 social media program should focus on providing on-the-fence auto buyers with the exact information they need to make a purchase. Bolstering community forums and vehicle ratings and reviews would be two ways to accomplish this. Josh Bernoff of Forrester concurs with this strategy, recently noting in a report that social applications work “better than advertising at helping people in the consideration phase.”
Brands like Comcast and HR Block are currently focusing on utility-heavy initiatives by actively monitoring and responding to mentions of their products on Twitter. For example, if a user asks a question about a particular Comcast service or device, Frank Eliason, or a member of his team, will use the comcastcare’s Twitter account to communicate directly with that individual and provide him or her with an answer.
Continue reading: How automotive marketers should be using social media in a downturn »
