They were skeptical about Facebook but later realized that it was still the best way to connect with their friends and associates and find businesses and services quickly and easily. In the meantime, we are adding Instagram and LinkedIn to our marketing plans for our body shop clients, and both are working well.
ABN: Maybe the question rather should be “Is Facebook (or any other social platform) the correct platform for your shop?”
Schoolcraft: Exactly. The focus should be placed on better understanding how social platforms can reaffirm your organization's trust with a collision repair customer. By having a full understanding of which platforms work best for you, your shop will be able to use these tools to attract new customers and deliver growth to your business. Therefore, it is vital that body shops rethink their social strategy and begin developing social media content that is rooted in customer insights [and] aligning with their needs while further accentuating the shop's customer-first mindset. Unfortunately, shops often misuse channels like Facebook by focusing solely on driving conversions (sales), rather than what the platform was initially intended for: community engagement. Consumers have begun to blur the lines between industries, meaning they expect the simplicity and convenience they encounter in one experience to apply to every experience, regardless of the difference in industries. Because of this, it’s vital that your brand has a presence on the channels that your prospective customers use. And how you approach your activity on these channels is critical.
Iraola: Some shops are perfect for Facebook, because they support it through their in-house efforts and have a lot of things to post. They perform a wide range of community-related activities and are proactive with their philanthropy and maintain a blog that is connected to Facebook, so they're posting new items all the time. We also suggest that they purchase Facebook advertising on a regular basis in order to get their name out in front of more people. Some shops think that all they need to do is establish a Facebook page and hope that people will find it on their own, but from our experience, it does not work that way.