Tell us about your social media book “Welcome to the Fifth Estate”. How can a car dealer benefit from reading this book?

What someone should understand after reading this book is that they are completely empowered to go out and become their own media voice. With the existing social media tools and networks, one can create community and build a following. It’s not easy — for example, what’s going to make your dealer’s social media more interesting and valuable than the usual fodder — but it can be completely rewarding, and also reduce traditional marketing costs.

Tell us what it was like to work with Fortune 500 companies. How is it different from working with a small to medium sized business?

Everything is slower. Process and silos force you to embrace more cultural change and work with people to become better at systematic integration. At the same time, there is budget and resources, so once you do move, you can execute with authority and accomplish greater things on a much wider scale. I find the latter makes the prior worth the effort.

What are some common mistakes that you see small and medium sized businesses make when implementing a social media strategy?

They don’t listen or interact with people, and just broadcast messages out. This is a huge mistake. Talking about the fastest way to repel audiences and stakeholders. And if a brand wants to cultivate word of mouth and evangelists, it pretty much crushes any hopes of doing so by broadcasting on social channels. The second thing is to try and do what every one else does. You’re not going to be Red Bull or Oreo in social media. You’re going to be you. Be you and let that stand on its on.

If a car dealer or business has a bad online reputation what are some ways to repair it?

Listen to complaints, publicly acknowledge them, and then resolve them. Sorry doesn’t cut it. Fixing problems does.

If a car dealer walked into your office and asked what’s the easiest and also most cost effective way to better my online brand, what would you tell that car dealer?

Listen to your customers and provide them the actual information they want. Put your inventory online in a responsive design format that allows customers to peruse your wares anywhere, including your lot on the mobile phone. Be of service, generally. It’s an opt-in world so make people want to talk to you.

What marketing/ publicity advice would you give a small used car dealer. I’m not talking about the massive used or new car dealer off of the highway. I’m talking about small “mom and pop” corner car lot. How can that business compete with the bigger, better funded new and used car dealers coming from a social media/marketing standpoint?

When people buy used cars they really need advice on avoiding lemons and maintenance. So provide it. I think most car dealers are so quick to make a sale they forget how much people appreciate the truth and help. It’s basic human relations, and it can make a big difference for you!

Geoff Livingston
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This is our third interview in our “1000 Interview Challenge” If your interested in an interview, please contact me.

This interview was conducted by Shane McC. Shane currently is attending RISD studying computer programming. He enjoys traveling and plays hockey. He played for the Boston Junior Bruins of the EJHL during the 01-02 season. You can follow him on Google+