The report, issued by GOSO, a web and social media company based in Washington D.C., shows that 25.5 % of dealerships have their own Facebook page and 10.9 % have created a Twitter account. This figures do not include the vast number of dealers which have created user accounts for their dealerships. The study uses data from National Automobile Dealers Association’s (NADA) late 2009 report, which said that there were 20,010 automotive dealerships that sold new and used vehicles.
In the report, GOSO contacted multiple companies which had stated that social media was a key asset for their 2009 marketing strategy.
The top brand on Facebook was Chrysler, seconded by Buick and followed by Chevrolet, Mazda and then Jeep. The Twitter-based statistic shows Toyota as being No.1, Followed by Chevrolet, Honda, Nissan and then Ford. A total of 5155 dealerships are present on Facebook while Tweeter only hosts 2195. The most popular searched brand on the web is BMW, followed by Ford, Honda, Lincoln and MINI Cooper.
Many dealers have been reluctant to the usage of social media as a marketing instrument but GOSO’s founder Adam Boalt is determined to change that. The are many examples which show the value which can be brought to a company via social media. One of the most relevant would be Dell, which accredited $6.5 million in 2009 earnings to Twitter.
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