The research from the firm reveals that only a small number of dealers are harnessing the power of social networks.
The survey also highlights that whilst some dealers have embraced the ‘big two’ social networks, Facebook and Twitter, most are neglecting the potential of other platforms such as YouTube or LinkedIn.
Craig Stevens, group director – digital marketing, Trader Media Group, said: ‘There’s widespread agreement that in an increasingly competitive market, customer services is a key differentiator that can offer dealers the opportunity to stand out from the crowd.
‘The last few years has seen significant growth in online activity, both for dealers and customers, but many dealers are still missing out on the opportunity to further engage with online customers. Social can be much more than just a Facebook page. th the right engagement dealers can receive in-depth reviews, feedback on their website and extend marketing campaigns beyond traditional channels.
‘The real value of social media doesn’t necessarily come from employing someone to ‘do social’, but from wider training, understanding and adoption of social media as a communications channel. With a few simple tools, a dealership can offer its customers a new level of customer service, engaging with them wherever they are online.’