Having a strong social media presence is crucial for automotive dealerships, but maintaining it can be a challenge. That’s why a well-planned and executed digital marketing plan—following social media best practices—can help take your Facebook content strategy dollars further, increasing customer engagement and ROI.

If you’re feeling lost in the algorithm with your dealership’s Facebook content, let the 70/20/10 rule guide your Facebook post decisions to help your social media stand out in your customers’ feeds to capture their attention (and business).

Social Media Marketing Best Practices and the 70/20/10 Rule

What is the 70/20/10 Facebook Content Strategy?

This social media rule-of-thumb helps dealerships gear their Facebook posts around brand recognition and value with intention. Using social media marketing best practices, 70% of your Facebook content should support your brand while adding value for your audience, 20% of your Facebook content should be shared content that others post, and 10% of your Facebook content should be promotional.

70% of Content Should Add Value and Build Brand Recognition

These Facebook posts might appear be the trickiest to craft, but you might find that these are the ones that grab attention and garner engagement the most. Some ideas to include in your social media content calendar:

• Highlight your dealership blog content: This not only increases customer engagement on your social media, it also directs more traffic to your website.
• Provide educational content: This offers a great opportunity for you to get creative while adding value—think new vehicle feature demonstrations and service-related infographics such as checking wiper blades or tire treads.
• Put a spotlight on your employees: Make your brand more personal by putting a face to the staff at your store, helping build trust and authenticity with your customers.
• Share customer testimonials: Studies have shown that potential customers rely heavily on reviews and testimonials when choosing a business. Be sure to capture customer testimonials and share these on your page to increase transparency.

Use the algorithm prioritization of video to your advantage to increase your organic reach as well, capturing vehicle walkarounds, staff introductions, customer testimonials, and educational content to boost your visibility on social media.

20% of Content Should Be Shared Content

While sharing content that others have created may seem counterproductive to your social media goals, it actually helps establish your dealership as an expert in your industry. A few of the ideas to use include:

• Automotive industry news articles from reputable sources
• Updates about new vehicle releases, such as press releases model pages on OEM websites
• Customer experience posts that tag or promote your dealership
• Posts about initiatives with partners in your local community—an example might include promoting your store’s partnership with local CPSTs, or Child Passenger Safety Technicians, to host a car seat check at your store

10% of Content Should Be Promotional

Social media best practices suggest keeping your promotional Facebook posts to a minimum, but you can still get the most mileage out of your promotional posts by ensuring they are timely and relevant. Inform your followers of your sales events, service specials, and new vehicle or product teasers on your Facebook page in a strategic way—using paid ads can help increase the reach and revenue gained from these posts.

Unleash Your Inner Influencer in Your Social Media Content

You don’t have to be up-to-date with the latest social media trends to influence your followers and convert them into customers. Let our experts help you create effective social media content calendars leveraging a mix of organic and paid Facebook posts for the best results. Contact us today to discuss our social media agency solutions for your dealership.