Many dealers have begun exploring the social media landscape looking for new ways to connect with consumers. One of the easiest social networking tools to get started with is Twitter, a micro-blogging platform. It’s free and only takes minutes to set up an account.
 
Twitter users are allowed 140 characters to answer the question, “What are you doing?” After you set up an account and create a profile, you can “follow” other users. Their Twitter posts (tweets) appear on your page. You can be followed as well and your updates will appear on your follower’s pages. You can also send direct messages to followers, with the same maximum of 140 characters.

You can access Twitter from the Web or install a desktop application that allows you to monitor and send tweets while working on other projects.

What do people tweet about? Anything and everything—personal thoughts, comments, opinions, ideas, observations, even links to other content including blogs, videos, and Websites.

Twitter initially started as a communication tool for individuals, but is now also being used for business as a promotional and networking activity. People who develop large followings can even become market influencers.

According to a Gartner report released in March 2009, there are four ways in which companies are currently using Twitter: direct, indirect, internal, and signaling.

Direct—Twitter is used similar to a corporate blog. Tweets typically cover topics such as company news and information, along with links to the business’ Website. The downside is that too much self-promotion can result in a negative image.

Indirect—Employees within the company tweet. According to Gartner, this enhances their personal reputation and the company’s reputation. But watch out for employees sending out negative tweets that create an unfavorable impression of the business.

Internal—A way for a business to share ideas or communicate internally about projects. There is, however, no way to guarantee the privacy of the information being shared.

Signaling—Using Twitter for tracking. Also known as Twitter “listeners.” It keeps businesses on top of what is being said about their organization.

How can you successfully use Twitter as a communication tool for your dealership?

Start by following people. Listening is a way to keep up on what’s going on in your industry. You can also monitor what’s being said about your dealership and brands. Many times when you follow someone, they will, in turn, follow you. This helps you create a network of like-minded people. You can use the Twitter search box to find people you know or profiles that match search terms. Use third party tools like “Who Should I Follow” and “Summize” for more advanced search features.

Create followers by keeping your tweets relevant and interesting. Use Twitter to promote specials, sales events, your Website, Facebook page, blog articles, and news of interest to your public. But don’t always talk about business. Ask questions. Comment on other tweets. When posting links, say something that would get the person interested in clicking on the link, don’t just tweet a link. Use www.TinyURL.com to take a long URL and make it short.

Sara Lee Marks, a broker/car buyer agent from Las Vegas, uses Twitter to follow car and auto trends and reinforce her position as an industry influencer. Her specific target with Twitter is to announce blog posts. She uses TwitPics to upload used car specials from her StealsOnWheels video channel on YouTube. Mark’s social media channels are tied together with her Website, www.mycarlady.com. “The result has been a slow incremental increase in qualified followers on Twitter that hit my Website, along with increased recognition, visibility, and sales to a highly discerning client,” says Marks.

Tracy Myers, owner of Frank Myers Auto Maxx in Winston-Salem, North Carolina is also a Twitter and social media user. Myers currently has over 1200 followers on Twitter and is following 1,400 people. Tweets include “great deals on 2009 models,” “special offers for followers,” and “deals on cool cars for HS & college students.” Says Myers, “I successfully use most of the major social media outlets and they consistently help us generate two-three additional sales per month.”

As with any social media tool, you need to remain an active Twitter user for optimum results. This doesn’t mean you have to read or answer every tweet, or post numerous tweets throughout the day. It may also take time to develop a following, but keep in mind that online shoppers are using social media in increasing numbers to research and find vehicles. Developing a presence on Twitter can help drive potential buyers to your store you might otherwise have missed and generate more sales and profits.

Josh Vajda is director of inside sales for AutoUSA, a leading provider of quality automotive Internet referrals.

Click Here to View Other Internet Marketing Articles