Tweeting Drives Service for KC Auto Dealership

If you need your car serviced or repaired at Thoroughbred Ford in Kansas City, tweet ThoroughBredFRD.

George O’Sullivan is the Ecommerce director for Thoroughbred Ford in Kansas City. O’Sullivan tweets and manages the Facebook page for Thoroughbred Ford. He tweets under ThoroughBredFRD and has 1,113 followers. On Facebook, the dealership has 429 “likes.”

MarketSmarts visited with O’Sullivan to pick his brains about how the dealership uses social media to sell cars or serve customers.

1) How long has ThoroughBredFRD been tweeting? For about the last year.

2) Why did ThoroughBredFRD start tweeting? We started because at first we looked at it as a way to communicate specials and push sales.  What we came to realize is that tweeting is about building and maintaining your presence in the community, and in many ways that is more important.

3) How often do you tweet? I try to tweet every day.  However when I am sick or out it does not work as well.

4) What’s your strategy for using Twitter? The strategy that I use is interaction, try to interact with people and help promote other business.

5) Do you see Twitter as a lead generation channel? I do not see tweeting as a lead generator, but more as putting Thoroughbred Ford into the front of other peoples minds

6) How has Twitter affected your business? We have done a lot of service with our tweeting customers and we certainly have done some sales also. However the majority of our business has been for service.

7) I see you have a Facebook page with 429 likes. What’s your strategy for using Facebook? Is it different from Twitter? Facebook is different than Twitter and to be very blunt we have not maximized our presence on Facebook, but we are working on it.  This has been more difficult because we cannot get on Facebook at the dealership.

7) How do you gain followers or “likes”? Again we have not done this real aggressive yet. We are hoping to make this a 2011 target.

8) Do your Twitter followers or Facebook fans get any exclusive offers or content? We have tried a few exclusive offers, but that will be part of the roll out for the Facebook redo.

9) What’s your source for content? We generate our source from our newsletter, Ford Feeds and local events.

10) What would you recommend for businesses considering social media? For any businesses I would strongly recommend immersing themselves in Social Media.  However they need to look at it as daily reputation management.  For other automobile dealerships, I think (and hope) that they should stay away from it.

Follow ThoroughBredFRD on Twitter

Join ThoroughBred Ford on Facebook


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