"Word-of-mouth marketing has always been important to service-based businesses, such as the tire industry, and social media only amplifies that," Danielle said.
However, adding Graph Search to the Facebook platform has completely changed the game.
"Traditionally, Facebook users looking for a recommendation from a friend may have posted a status update asking, 'Does anyone know a good place to get quality tires?'" Danielle explained.
"With Graph Search, users can skip the broadcasted message and search for 'my friends who like tire businesses' 'my friends who work at tire businesses' or 'my friends who have recommended tire businesses.'"
Users can get personal recommendations from their trusted sources, their Facebook friends, without even having to send out the mass message; they can get instantly get their answer just by typing in the search bar.
Graph Search can especially be a useful tool for the small businesses that do not have the time or resources big box stores have.
"Once more Facebook users begin to understand Graph Search and how to use it, it has the potential to be a successful tool; social-based search engine," Danielle added.
With sites like Foursquare and Yelp already in the market, dealers may be wondering why this would be any different or how they should pick and choose which site to place an emphasis on.
"Businesses should focus on the social media platform that their customers use the most and in this case check-in the most on, whether that's Facebook, Foursquare, (or) Yelp, etc.," Danielle said. "Asking customers to check in or write recommendations for all these platforms is redundant.
"I'd suggest approaching the request with language such as, 'Do you check-in to any of these location-based services; Facebook, Foursquare, Yelp? We'd appreciate your feedback on how we're doing on your favorite!'"
This will help you increase your social presence. One of the biggest questions I hear from hesitant tire dealers is, "How do I know Facebook fans translate into customers?"
This type of marketing will take the customers in your store and invite them to your online presence. This will in turn make them aware of anything going on your Facebook page, whether it's promotions or just forming that lasting relationship with a customer who may have originally showed up at your shop because they had a coupon.
"The sheer volume of Facebook usage makes it important for any business," Danielle added.
"The bottom-line is if your business is not on Facebook yet, it should be."
A business wants customers to like and check-in at its locations to help spread the word about the company, but what is the best way to go about that?
"Both online and offline promotions are important," Danielle said.
"Businesses should put signage on their front door/window, on your menu, on your business card, at the register, etc."
She said that plug-ins on the company's website, in email newsletters or on a company blog are ways to drive traffic to a location-based platform and/or Facebook.
"Most of the time individuals don't check in because they forget and a reminder may be all they need!"
She said a special offer does not have to be a hefty discount, as long as you provide something of value. This could include being entered into a raffle to win a monthly prize, a free soda, a small percent off a customer's next purchase, a free upgrade on a service, a free mug, keychain, t-shirt, etc. with the business's logo.
Besides campaigns to get people "checking in," there are a few other things a company can do to help get prepared for Graph Search and putting its best SEO foot forward would be to make sure the company profile is completely filled out.
Danielle said the "Category" field is often over looked on Facebook Pages, but is important for Graph Search and Facebook mobile searches, which are becoming more prevalent. Businesses should check to make sure their business is listed as the correct category while editing their basic information.
"The key to an SEO-friendly social media profile for both Graph Search and major search engines is to be (as) descriptive as possible," Danielle said.
"Always fill out the 'About' or 'Information' sections of any social media platform. Use words or phrases that describe your business and are also terms individuals would use to search for your business."