I read an article a couple of days ago that really got me mad. It turned out that J.D. Power and Associates surveyed 1,900 American consumers and found only 1% of those consumers used social media when shopping for a new or used vehicle, and among Millennials it was only 5%.
Here’s my reaction to that survey: “No shit.”
Under what circumstances would you actually use social media to buy a car? Are you going to go to the Chevy Facebook page and say, “Wow, this Facebook page is fantastic. I’m definitely going to buy a Chevy”? Are you going to go to Audi on Twitter and say, “Wow, they’re so good at customer service, look at how fast they respond. I’m going to buy a car”? Absolutely not.
Look, folks, you’ve got to stop thinking of social media as a direct response sales channel. Social media is much more like email than it is like television. It’s much more about taking people who like you and making them love you.
First and foremost, let’s stop saying that only 1% of the people bought a car because of social media and somehow that means that social media is ineffective. That’s just bad research, and it’s just plain foolishness.
Social media does have an impact on purchase, it’s just indirect. You can’t always see it.
Anybody who thinks of social media as a core direct sales channel deserves to be disappointed.
Sprout Social Shout-out
Today’s Sprout Social shoutout is for my friend Robert Rose. Robert is the lead strategist for the Content Marketing Institute, a great guy, a very smart guy, a terrific speaker and writer and podcaster. Follow him on social media if you’re not doing so. He’s an author as well. I’m looking forward to seeing him at the Content Marketing World conference in Cleveland coming up real soon.
This video is from Jay Today is my near-daily 3-minute video where I talk about social media, content marketing, business and life. JayToday is available on Youtube, iTunes (as a video podcast), and at JayToday.tv.
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