Here’s why your Dealership isn’t crushing it on social media

Here’s why your Dealership isn’t crushing it on social media

Reading Time: 4 minutes

Most car dealerships think their social media strategy is strong, but pop the hood and take a closer look, and the opposite is often true. If you’re not seeing tangible results—like engagement, brand awareness, leads, and sales – then your strategy isn’t working as well as you think.

Social media isn’t just about posting pictures of cars or announcing discounts; it’s about building an ecosystem that fosters trust, drives engagement, and ultimately boosts sales.

The numbers don’t lie: 21% of car buyers say social media directly influenced their purchase decision, and 71% use it as a key part of the buying process. If your dealership isn’t seeing a measurable impact from social, it’s time to reassess and make some serious changes.

Here’s why your dealership isn’t dominating social media and, more importantly, what to do about it.

You don’t have a clear car dealership social media strategy.

Posting randomly with no defined strategy leads to inconsistent messaging and poor results. Successful dealerships have a clear social media plan that aligns with their business objectives and customer journey.

The fix:

Develop a structured content plan that includes defined goals – brand awareness, engagement, lead generation, and sales. Establish content pillars, track performance metrics, and use insights to refine your approach. A strong social media plan ensures every post has a purpose and contributes to your overall marketing objectives.

You’re not using data to improve.

If you’re not tracking your social media performance, you’re making blind decisions. Engagement, reach, click-through rates, and conversions all provide insights into what’s working and what needs improvement.

The fix:

Use analytics tools on Facebook, Instagram, LinkedIn and more to monitor performance and identify patterns. Track what type of content performs best and adjust your strategy accordingly. Continuous refinement based on real data ensures your social media efforts stay effective and results-driven.

Your content is all about you, not your customers.

If your social media posts only promote stock, discounts, or dealership news, you’re failing to engage your audience. Customers want value, not just sales pitches.

The fix:

Shift your content strategy to focus on the customer experience. Provide valuable information such as financing options, maintenance tips, and model comparisons. Engage with interactive content like polls, Q&A sessions, and customer testimonials. This builds credibility and positions your dealership as a trusted resource rather than just another car lot.

You’re not posting consistently enough.

Posting sporadically when you have free time isn’t a strategy – it’s a missed opportunity. Inconsistent posting leads to decreased visibility and engagement.

The fix:

Commit to a high-impact posting schedule. Plan a mix of content types – vehicle features, behind-the-scenes footage, customer testimonials, and industry insights – and schedule posts ahead of time using social media management tools. A well-maintained posting calendar ensures your dealership remains visible and relevant.

Your salespeople aren’t leveraging their own networks.

Your dealership’s official social media accounts aren’t the only way to reach potential buyers. Your sales team has personal networks filled with warm leads – yet many aren’t using them effectively.

The fix:

Encourage your sales team to build their personal brands on social media. Provide them with shareable content and train them to engage with potential customers online. A salesperson with a strong online presence builds trust and expands the dealership’s reach beyond its official channels.

Your engagement is one-sided (or nonexistent).

Social media isn’t just about broadcasting – it’s about engaging. If you’re only pushing out content without responding to comments, answering questions, or interacting with followers, you’re losing opportunities to build relationships.

The fix:

Make engagement a priority. Respond to every comment and message promptly. Join conversations in local community groups, acknowledge customer feedback, and show appreciation for your audience. When customers feel heard and valued, they are more likely to trust and support your dealership.

Your video content is weak (or nonexistent).

Video content consistently outperforms static images and text-based posts, yet many dealerships fail to utilise it effectively.

The fix:

Invest in video content that showcases your inventory, highlights customer testimonials, and provides behind-the-scenes dealership experiences. Even simple videos – such as walkarounds, test drives, and live Q&A sessions – can significantly boost engagement and lead conversions.

You’re not investing in paid social media as part of your car dealership social media activity.

Organic reach is declining, and dealerships that don’t invest in paid advertising are missing out on potential customers.

The fix:

Implement a smart paid social strategy. Run highly targeted ads to reach in-market car buyers based on location, demographics, and online behavior. Boost high-performing posts and retarget visitors who have engaged with your content. Combining paid efforts with organic strategies ensures maximum visibility and ROI.

You’re ignoring user-generated content (UGC).

Your customers are already creating some of the best content for your dealership, but you’re not leveraging it.

The fix:

Encourage satisfied customers to share their experiences on social media and tag your dealership. Repost user-generated content to build credibility and authenticity. UGC acts as powerful social proof that influences potential buyers more effectively than traditional advertising.

You haven’t optimised for local SEO on social.

If potential customers can’t find your dealership online, you’re losing business to competitors who have optimised their social presence.

The fix:

Ensure your dealership’s social media profiles have up-to-date contact information, location-based keywords, and geo-tags. Encourage customers to leave reviews on Facebook and Google, as positive ratings boost local search rankings and improve credibility.

There’s no social media strategy buy-in from the Dealer Principal.

If the leadership teams of dealerships don’t prioritise social media, the strategy and its success will always be underfunded and under-utilised.

The fix:

Leadership buy-in is crucial for social media success. Ensure management understands the value of digital marketing and allocates the necessary resources. Encourage dealer principals to engage in social efforts – whether by featuring in content, sharing updates, or supporting social initiatives. When social media is actively supported from the top down, the entire dealership benefits.

And finally…

Your dealership’s social media presence isn’t about what you think is working – it’s about real, measurable results. If engagement is low, leads aren’t coming in and your not selling cars as a result of your efforts then it’s time to take action.

By addressing these common social media failures and implementing the solutions outlined above, your dealership can turn social media into a powerful tool for driving what is the ultimate metric for your business, sales.

Managing social media effectively takes time and expertise, and many dealerships simply don’t have the resources to do it consistently. That’s where Fetch comes in.

Fetch is the always-on social media solution designed for dealerships that need a consistent, engaging, and results-driven presence online. Our platform enables your team to create, schedule and publish on-brand social media posts and plans in minutes not hours. No more last-minute scrambling for posts or inconsistent messaging – just professional, high-impact content that keeps your dealership top-of-mind for potential buyers.

Keen to find out more? Contact us today.