10 Tips to Navigate Social Media and Online Reputation Attacks

Social media has changed the way dealerships connect with their customers - and how reputations are built or broken. Some dealers have embraced the opportunities that platforms like Facebook, Instagram, and Google Business Profile offer: from showcasing new inventory to sharing happy customer testimonials. But others are still hesitant, watching from the sidelines.

I get it. Over the last several years working with dealerships, I’ve seen a common reason for that hesitation: fear. Many dealers worry that getting active on social media will open them up to criticism or negative reviews. The logic often goes, “If we don’t put ourselves out there, we won’t be a target.”

But here’s the hard truth: whether you’re active online or not, your dealership is already part of the conversation. If someone had a bad experience at your store—or even just thinks they did—they’re going to talk about it. And in today’s digital-first world, that conversation is likely happening on Google, Facebook, Reddit, or a local forum.

The question is, do you want to be part of that conversation, or do you want someone else (a competitor, an angry customer, or worse—a troll) telling your story for you?

Why Social Media Participation Matters for Dealerships

Car buyers are doing more research online than ever before. By the time a customer walks through your doors, they’ve likely read your reviews, checked out your website, and scoped out your social media. That online presence shapes their first impression before they even shake your hand.

Social media isn’t just a tool for marketing—it’s also a frontline for customer service and reputation management. And the truth is, participating gives you more control, not less. You can’t stop every negative comment, but you can respond, correct misinformation, and show potential customers that your dealership listens, cares, and takes action.

Still worried about the risk of online attacks or negative reviews? That’s valid. But the good news is, you don’t have to go in blind. Here are 10 practical strategies car dealerships can use to manage online reputation challenges, respond to criticism, and even turn some of those critics into loyal fans.

10 Tips for Car Dealerships to Manage Social Media and Online Reputation Attacks

1. Establish a Clear Internal Policy for Online Engagement

Every dealership employee—from sales and service to your BDC, the accounting office and even your lot gentlemen and ladies—should understand how your organization handles online comments, reviews, and social media interactions. Create a formal social media and review response policy that outlines who responds, how quickly, and in what tone. Include it in your employee handbook and go over it during training and staff meetings.

A simple example: if a customer posts a negative comment about service delays, your team should know not to respond defensively, but instead to escalate it to your service manager for follow-up.

2. Investigate the Complaint Before Responding

Before jumping in with a reply, take a minute to review the situation. Was this customer in your system? What was the last point of contact? A quick look into the CRM or DMS can give you context that helps you respond more effectively—and with empathy.

Sometimes, the customer just wants to be heard. A thoughtful, understanding response can de-escalate a situation before it snowballs.

3. Consider the Source

Not every negative review is genuine. Dealerships sometimes receive bad reviews from people who never actually visited the store—disgruntled former employees, bots, or even competitors. Evaluate the legitimacy of the comment and report fake reviews when appropriate. Google and Facebook/Meta offer tools to flag and dispute content that violates their guidelines.

And remember, the public is savvy. If someone is clearly being unreasonable or inflammatory, your calm and measured response will speak volumes.

4. Create a Public Comment Policy

On your Facebook page or dealership website, publish a simple comment policy. This sets expectations for your online community. Let users know that while you welcome feedback and conversation, you won’t tolerate profanity, personal attacks, or spam. Then, if you need to remove or hide a comment, you can point to that policy as your reasoning—making your moderation decisions seem fair, not defensive.

5. Assume Positive Intent First

It’s easy to get defensive, especially when a comment feels unfair. But starting from a place of curiosity and kindness can defuse tension and keep things from escalating. Even when someone’s tone is angry, look for the core issue underneath—and offer to help.

For example, a customer might post, “Your finance team is a joke. Took 3 hours and still didn’t get my deal right.” That’s harsh. But a simple, empathetic response like, “I’m the customer relations manager and I’m truly sorry to hear about your experience. Let’s talk directly so we can make this right,” can go a long way.

6. Be Responsive—And Be Quick

Social media is a 24/7 game, and people expect fast replies. Set a goal to respond to online reviews and direct messages within 24 hours (or less). Quick responses show that your dealership cares—and can stop small problems from becoming big ones.

Consider assigning someone on your team (or an outside agency) to monitor comments and reviews daily. This small step can save your reputation in the long run.

7. Own Your Mistakes When You’re at Fault

Nobody’s perfect. Maybe a car was delivered with the wrong floor mats. Maybe your team missed a scheduled appointment. Mistakes happen—but owning them builds trust.

A sincere public reply like, “You’re right—we missed the mark here. We’ve addressed it internally and would love a chance to make things right,” reassures not just the reviewer, but every future customer reading that thread.

8. Be Authentic and Human

Customers can tell when replies are canned or copy-pasted. Don’t be afraid to show your dealership’s personality—use your name, sign off personally, and sound like a real human. Authenticity builds rapport and gives your dealership a voice people can relate to.

9. Don’t Delete Comments Unless Absolutely Necessary

There’s a strong temptation to delete negative posts. But unless the comment violates your public policy (e.g., includes hate speech or spam), it’s best to leave it up and respond. Deleting comments can make it look like your dealership is hiding something—and it might provoke further backlash.

Remember, the Internet never forgets. People take screenshots. Better to respond calmly and let your professionalism shine through.

10. Sometimes, Do Nothing

Some critics aren’t looking for resolution—they’re looking to provoke. These trolls thrive on attention. If you’re confident that a comment is just bait, and it doesn’t merit a real reply, it’s okay to ignore it. Your time and energy are better spent helping real customers.

That said, don’t ignore legitimate feedback. If you’re not sure, ask a colleague, your social media manager or your wife to weigh in before deciding.

Final Thoughts: You Can’t Control Every Comment—But You Can Control Your Response

No matter how well you run your dealership, someone will eventually have something negative to say. That’s the nature of doing business in the digital age. But avoiding social media altogether isn’t the answer—it only gives others control over your narrative.

Instead, arm yourself with smart strategies, clear policies, and a customer-focused mindset. Use social media as a platform to showcase your values, respond with integrity, and build a brand your customers trust.

By getting off the sidelines and into the game, you not only protect your dealership—you open the door to stronger customer relationships, better visibility, and long-term growth.