Vetesnik currently varies the number of photos and does not always provide photo brochures on its used and new units on CycleTrader.com. The Scorecard data found improved consumer interest on models with a higher number of visuals.
Vetesnik can take steps to better interact with its followers on Facebook. For example, when promoting a December Ladies’ Night event, the dealership failed to promote the event link in posts to consumers, according to Patricia Dao, director of social products at Dominion. “The biggest advantage to promoting this link as the main event page is [that] when people say they’re going to an event, it appears on their Facebook Timeline,” she noted. This means friends of Vetesnik’s followers also would have been aware of the upcoming event and their friends’ plans to attend it, she said.
“They could have launched a poll on the event page to get community activity there before the Ladies Out evening,” Dao said. “The poll could have been, ‘What deals are you hoping will be at the event?’ Or, ‘Vote for the raffle prize.’”
This story originally appeared in the February 2013 issue of Dealernews.