If you have been in automotive for a while you may remember Marlboro Nissan (56k Facebook likes) as one of the first dealers that put “using Facebook for business” on the map.
Besides a few superstars like these guys (they also happen to be our client) the rest of the automotive world has struggled to fetch more than a few thousand likes.
It seems that now that we know how to use social media (SM), we don’t “like” that many pages. This extends especially to businesses, and thus the organic traffic generated from SM is not seeing much growth, for example, “social media platforms produced just 3.3% of all site visits in Q4 2017.”
However, I insist you use SM as if it was a Google product: spend some money with the right ad and the right target, forget about organic, and create some leads. For 2018, organic is still SEO (namely content), but SM must rely on targeted ads. Highlighting the necessity of social media targeted ads:
“Organic Search vs. Social Media
The share of site visits produced by organic search was 24% in Q4 2017, down 2% from the previous year but still still way ahead of site visits produced by social media. Social media platforms produced just 3.3% of all site visits in Q4 2017.” (Source).
Yago de Artaza Páramo