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Dealers Taking to Social Media, Says New Study

February 9, 2010

WASHINGTON ― GOSO, a Web and social media company, has released an independent study which indicates dealerships are aggressively pursuing social media strategies. However, a number of dealers remain skeptical of its impact.

The report claims that 25.5 percent of all dealerships have a Facebook page and 10.9 percent have a Twitter account. This does not include the large amount of dealers that have created user accounts for their dealerships. This report was based on NADA's report in late 2009, which indicated that there were 20,010 automotive dealerships that sold new and used vehicles.

In the report, GOSO contacted several companies that had made claims that social media played a large role in their overall growth and sales strategy for 2009. Aaron Magness, director of brand marketing and business of Zappos.com, which was just sold to Amazon for $1.1. billion, said, "We believe that every industry, be it retail, real estate, automotive, etc., has the ability to focus on forming personal connections with the end user. This helps build trust, loyalty and respect with the customer."

The top brand on Facebook was Chrysler followed by Buick, Chevrolet, Mazda and then Jeep. The top brand on Twitter was Toyota, followed by Chevrolet, Honda, Nissan and then Ford.

The total dealerships on Facebook amounted to 5,155, whereas the total dealerships on Twitter amounted to 2,195. On the web, the most popular searched brand is BMW, followed by Ford, Honda, Lincoln and Mini Cooper.

The report also showed that most dealers remain skeptical about social networking and don't see the value in it. To download the full report, click here.

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