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WHAT DO FACEBOOK’S NEW FEATURES MEAN FOR YOUR DEALERSHIP?

FaceBook’s Mark Zuckerberg rolled out a host of new features yesterday at f8, their developer’s conference. The most notable is Timeline – the replacement of the standard profile that shows the history of your experiences on FaceBook.  How Timeline will affect the look of your dealership’s page remains to be seen, but expect it to allow for more design personalization.  A large headline picture is just one of the highlights of a standard FaceBook user’s new Timeline.

Zuckerberg also introduced their new Open Graph technology giving FaceBook apps the ability to automatically post what you’re doing, listening to and watching in real-time.  Privacy hawks will have a field day with this and Zuckerberg’s use of the phrase “real-time serendipity.”  Over the next few weeks, expect the tech blogs to show users with privacy concerns how to turn off the new real-time features to prevent “over-sharing.”

What does all of this mean for your dealership? We don’t really know yet. Pay attention to your Facebook Insights data over the next few weeks for any significant changes. You may need to adjust the time or frequency of your posts to make sure they’re still getting through to the users who “like” your page.  Also, be aware of any sharp downturn in your overall impression numbers. Some in the social media blogosphere opine that the new Facebook features are so stark that people will use it as an excuse to flock to Google+ (You should already have a G+ page, but that’s another post for another day).

The one thing we know with Facebook is that change is inevitable. What we don’t know is just how people are going to react. As you continue to interact with your Facebook fans, be ready to make adjustments to ensure that your dealership’s presence continues to make an impact.

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by John Paul Strong

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.

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