Social media: Jump on board or be left in the dust

AKRON — Social media marketing once was an added bonus to a complex web of marketing initiatives ranging from print ads to pay-per-click campaigns online. In 2017, that is no longer the case.

More users flock to social media platforms, such as Facebook, Instagram, LinkedIn, Twitter and Pinterest, not only to connect with loved ones, but also with brands.

Whether it is to see the next big thing in retail or to reach out to an independent tire dealer to get a price quote, users are on social media. If a company is not, experts say, they are not just missing out on a conversation. They are missing out on business opportunities.

While some surveys suggest younger generations are leaving the social media juggernaut for more visual-based platforms, such as Instagram and Snapchat, Facebook is still the most widely used social media site.

(Note: Facebook owns Instagram, so companies can create Facebook ads and send them to Instagram so they can target both user bases.)

"We still see the most success on Facebook with a majority of our clients. Facebook is the largest social media channel, and it gives independent shops the ability to reach their intended, local audience in a way that is affordable and effective," said Shana Steigerwalt, president, Modern Driven Media L.L.C., which runs social media for Downington, Pa.-based United Tire & Service.

Ms. Steigerwalt said while Facebook still works well, it is important for a brand to focus efforts on where its customers are.

"Channels like Instagram and Snapchat attract the attention of the younger demographic — a generation that retailers must start engaging with to continue growing their customer base," she added.

"Reviews on platforms like Facebook and Google+ also play an important role in your digital footprint, especially when it comes to competing in a local market."

Kimberly Taylor, owner of South Chesterfield, Va.-based Titan Auto & Tire, said Titan also utilizes Facebook, one page per store. She said Facebook works best for customer retention, whereas Instagram is best for highest engagement and to attract new followers (but she noted they are not always local users).

Ms. Taylor said they also have a Twitter account, along with Google business pages per store, which is best for attracting new customers.

"Keeping up with adding pictures, soliciting reviews and posting has been the best for our business," she said.

"Calls through Google listings are higher than trackable calls on our website and direct mail."

Ms. Taylor said she did give up on Pinterest as a business social media account.

"Being a one-woman show, it just became too time consuming, and I wanted to focus on social media that was more location-based so that all the effort was reaching the people who would likely become regular customer(s)," she added.

Natalie Griffin, manager, Best-One Tire & Auto Care of Crossville, Tenn., said she leverages similar accounts: Facebook, Twitter, Google My Business, Yelp and YouTube.

While it is important to understand what sites work well for a company's audience, a social media marketer also needs to know how often to post. If a brand posts too infrequently, its customer base will lose interest. However, if a company posts too much, it will come across like spam.

Ms. Griffin said her goal is to post between six and 10 times a week. She added that whether it's on Facebook or Google, the new go-to is messaging because Millennials want instant feedback with little effort and interaction.

"If we can shoot a message to a business and get a response without having to call, that's the ideal situation," she said. "I would have to say that wasn't the case five years ago."

Ms. Griffin said this availability is important because it's where business comes from, so maintaining a strong, cohesive and active presence is a key to success.

The perfect balance of posting may not lay in the number of times per week, but in an audience knowing what to expect.

"There is not a magic number to how many times a week you should be posting, but you should be consistent," Ms. Steigerwalt said.

"I personally recommend independent dealers to be posting a minimum of two to three quality posts a week to engage with their audience. I think the question should focus more on the quality, rather than quantity of content being distributed.

"Keep in mind this is a social channel — entertain, educate and create conversations with your audience that lead to long lasting relationships. It's not just about selling."

Ms. Taylor said she posts at least once per day to each social media site but uses a dashboard to best utilize her time.

"I use Hootsuite and schedule posts, mostly auto schedule to get the best impact," she explained. "I love Instagram because it connects to Facebook and Twitter, simplifying my work."

Social media is visual-based and video is ruling.

"Reach and engagement levels have been seen to triple with our clients through the use of video content," Ms. Steigerwalt said.

Ms. Griffin said that one trend she noticed for Best-One Tire & Auto Care was she previously maintained its social media by herself in years past, but about two years ago she noticed a shift.

"As the Web and platforms changed and grew I found that I just wasn't able to do it alone and stay relevant, so I searched for a company that I could rely on to help me with this," she added.

"We chose OSM (Optimize Social Media) and have seen a huge ROI in just eight short months."

Ultimately, it is important to stay engaged and up-to-date on the latest ideas on how to best leverage business on social media.

"To be effective with social media, you have to engage with other local businesses and organizations by commenting, liking, and sharing," Ms. Taylor said.

"Supporting other small businesses and sharing community information shows you care more than selling your services. Say, 'Thank you'. The highest engaging posts are those that say thank you for your business. People want to see you appreciate your customers."

Ms. Steigerwalt suggested allocating proper funds to social media, especially since Facebook is increasingly providing retail businesses new ways to track the digital influence on in-store sales.

In addition, offline events allow businesses to pull data from POS or management systems and compare it with data within Facebook.

"It is an extremely powerful tool to quantify your digital impact," she said.

"If you (invest in) your customers, they will invest in your business. The days of blasting messages and sales are behind us — they want to build relationships with your brand. Show them what goes on in the shop and the work you are proud of. Answer their questions and be transparent with your process."

Showing value in a tire and automotive aftermarket shop is always going to be relevant, but how a message gets conveyed online is evolving.

"It is extremely important to keep in mind that social media and your audience are always changing, with every post," Ms. Steigerwalt said.

"What works today, may not work tomorrow, so you should always be learning about what resonates best with your audience and continue working to create better relationships. I do think the days of posting to post are behind us. There must be a strategy behind your posts. And an advertising budget will give you an advantage — if done correctly."

Utilizing the social media sites that work best for a specific company and staying interactive are the best ways to move forward.

"I truly believe businesses that don't embrace the social media platforms will be soon left behind," Ms. Griffin said.