Auto suppliers have made significant progress with social media in the past year, according to our second annual study – Social Media and Automotive Supplier 2.0™ (SMaASH 2.0™) – of the top 25 North American automotive OEM suppliers (as ranked by Automotive News).
We’ve found that suppliers have dramatically built their audience across social media channels, are using more visuals to boost engagement and are posting much more frequently this year compared to 2014. However, some auto suppliers still seem to be taking a sporadic approach to social media, which could significantly hinder the effectiveness of their social media efforts.
Here are five tips to help your company take a more strategic, planned approach to its social media efforts:
• Set a target amount of posts. Perhaps one new post per day for each social media outlet, while also making sure to maintain a regular response rate to followers who comment to your social media.
• Develop a portfolio of content. Revolving around the company’s key focus areas, such as products, expertise, research capabilities, industry event involvement, community relations, people, etc. Target two to three posts on each of the focus areas each month for each social media channel.
• Develop real-time content. This can happen as news develops (news releases), media coverage appears (link to news coverage), events occur (various auto shows that take place locally, nationally and globally, CAR MBS, etc.) – taking advantage of pre-event, onsite and post-event opportunities.
• Gather and curate other news. This could be overall industry news, studies, research and trend / issue articles for reposting that address the interests of your customers / potential customers.
• Develop additional appropriate post categories. For example, Factoid Friday, sharing an interesting company or product fact; Hometown Hero, recognizing an employee who is an outstanding volunteer in her / his plant city; milestones, celebrating production milestones; interactive, eliciting input from followers, such as a “fill in the blank” contest, a poll/survey, etc.
Between real-time posts and shared outside posts, there should be plenty of content to meet the one-post-per-day average and ultimately maximize the effectiveness and reach of your social media efforts in much more consistent, strategic manner.
For more information about our SMaSH 2.0™ study findings, email us at firstname.lastname@example.org or call us at 248-269-1122.