by Jim Hughes on August 8, 2010
The biggest misconception businesses have regarding social media is that believing if you simply build it, they will come. Just because you brand a Facebook page, blog, YouTube channel, or Twitter feed does not mean that you are using social media. 
To have a worthwhile social media presence, you need to create a constant dialogue and exchange of ideas. This is what builds social communities and interest in your business.
Approach
Companies should define their approach to social media and establish a sustainable plan that creates two-way communication and engagement. They need to answer the following questions:
1) Who will be the voice(s) of our social media community?
2) How are we going to sustain and grow our social media presence?
3) How do we ensure that our company’s image, management style and culture are properly represented?
Some companies are turning to third parties to consult or lead these efforts – much like they use ad agencies for traditional marketing and advertising. A good 3rd party social media firm can help determine best practices and develop a sustainable plan. However, it’s most important that the company itself be involved and dedicated to the process.
Communication 
Again social media is a valuable two-way communication vehicle. It establishes a business’ online image while extending its personality and culture. It represents a company’s customer service, sales, and management teams. Most importantly, social networking is about relationship building… gaining loyalty and trust with your customers. This can be done through communication, response, and candor – some personality helps as well.
Social media is a powerful tool and companies should not overlook its importance. Taking time to understand these communication platforms, create a strategy and develop a sustainable approach can be a difference maker going forward.
by Jim Hughes on January 20, 2010
Of all the purchases a consumer makes, buying an automobile is one in which a high level of trust during the transaction process seems to be the exception, not the rule. Social media presents forward-thinking auto dealers a way to change this perception. 
Social Media Can Be the Difference
Today’s savvy consumers do their homework online prior to shopping. This is particularly true when it comes to shopping for a car. Buyers are learning about new and redesigned models, dashboard technologies, cool gadgets, fuel efficiencies, hybrids, and of course pricing. However gathering information about an important product is one thing, deciding where to purchase it is another. In the end, people buy cars from local dealerships not automakers. It is here that the engagement process becomes most important. It is here at the dealer level that social media can be the difference.
Building Relationships
Social media provides auto dealers a platform to begin the relationship building process before a customer picks up the phone or enters the showroom. When done properly, social media allows dealers to engage customers in two-way conversations by providing relevant and timely information, offering ideas and solutions, highlighting community and charity involvement, as well as actually giving a glimpse into the people and personalities at the dealership. It is this type of transparency that helps build confidence between a business and its customer base.
Further, auto dealers can use social media communities to enhance relationships with their current customers. Special offers, incentives, contests, employee and customer recognitions as well as car care and maintenance tips can all represent added value to their clients.
Refreshing Approach
As businesses from many industries use social media to engage their customers, auto buyers may find this approach from dealers to be a refreshing change to the relationship dynamic. The Internet has created an educated consumer – social media provides the platform to build relationships with them.
by Jim Hughes on December 20, 2009
Customer service has always been important to business, however today it has become the best marketing tool you have. People are now sharing information, exchanging ideas and voicing their opinions at a rate like never before. Social media and online communities provide platforms for consumer and peer reviews on brands and businesses which can procure impactful results. Positive customer experiences become amplified and produce word-of-mouth referrals. On the other hand, negative customer experiences also become amplified and can damage reputations of even the top brands and companies.
I recently wrote how I think companies that gain the trust of their customers will be the ones to lead their respective industries going forward. Trust in business is built on many levels however at its foundation are credibility, accountability and responsiveness. These traits or lack thereof are often most measured in the area of customer service.
Customer Service Is Where It Starts
Good customer service is where it starts. Listen to your customers, offer solutions, be timely with responses and provide value. It’s basic stuff. If your customers have positive experiences with your brand or company they will share them. Further, websites and social media communities now allow companies to extend their customer service efforts and engage customers in unique ways. Providing expertise, answering questions and delivering relevant information are all part of the customer service equation.
Of course, your brand or business is being talked about in far more places than your own online environments and unfortunately not always in a positive light. There are solutions here as well which enable you to listen to and engage your customers. When they have negative experiences, you want to hear them, formulate a response and take appropriate action. You’ll be surprised at how just making the effort can convert critics into advocates.
The concept of customer service is nothing new. However the techniques and the reach potential have seen exponential change.
