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How was your company’s social media engagement last year? Was it better – or worse – than your North American automotive supplier competitors and peers? And more important, how can you make your social media more effective this year?
Our proprietary study of how the top 25 North American automotive OEM suppliers used social media last year uncovered many actionable insights that can help you make your social media efforts more effective.
Here are the top five mistakes that automotive suppliers made in social media in 2014, along with links to specific tips that can help you address these areas and boost engagement in 2015:
Mistake #1 – Most supplier posts lack visuals.
Visual content is more engaging because our brains find it thousands of times faster to process and four times more memorable than text. Yet less than 15 percent of supplier Tweets have visuals. For visuals ideas, see: http://bit.ly/1Bpd03c.
Mistake #2 – Most suppliers share little earned media coverage.
Studies show third-party articles from trusted media outlets are almost twice as effective as branded content. Yet earned media coverage typically makes up less than 10 percent of most suppliers’ posts. For more insight, visit: http://bit.ly/1HllmN7.
Mistake #3 – Most suppliers’ posts are self-absorbed.
They leave the audience asking: “What about me?” Experts recommend a 3:1 ratio of audience-focused posts to company-focused posts, but suppliers do the opposite – 1:3. For suggestions, see: http://bit.ly/1rL5nUT.
Mistake #4 – Most suppliers neglect their biggest channel: LinkedIn.
Suppliers typically have their largest audience – averaging more than 30,000 followers – on LinkedIn, yet post there only three times per month! For insight on LinkedIn, visit: http://bit.ly/1A1mGne.
Mistake #5 – Most auto suppliers fail to make enough of their posts interactive.
While suppliers seek audience engagement, only 6 percent of their posts are of another highly engaging category – interactive surveys, contests, polls, trivia, opinions, etc. For help to make your posts more interactive, visit: http://bit.ly/11K9UKZ.
To see a more detailed report on study findings, please call us at 248-269-1122 or email us at firstname.lastname@example.org.