11 July 2012
By Kindred Agency
Think of any car brand and you can almost guarantee that – at the least – they have a Facebook page, a Twitter feed and a YouTube channel. In fact, some of the best social media campaigns of all time have come from the automotive sector. Have you seen The Fun Theory from VW in Sweden or Ford’s #Fiestagram project that ran right here in the UK? They’re both brilliant: using fun, shareable content as a way to engage potential customers.
Why, then, are there so few businesses from the commercial vehicle industry using social media as a way of promoting their services? We audited 20 firms from across the British truck, van, bus, coach and trailer markets and found just two using channels from the social media mix (including Facebook, Twitter, YouTube, LinkedIn, Pinterest and Google+).
Now 20 is by no means an exhaustive list. But if you picked a similar sample size from the passenger car sector, well over 50% of them would have a strong social media presence. And it’s not that there isn’t some great stuff coming out of the commercial vehicle industry – Mercedes-Benz Trucks is fine proof of that, with a very engaging Twitter feed and a very clever blog. Both are devoted to the thoughts and lives of British truckers – building emotional goodwill towards the brand.
Social media doesn’t have to be ‘fluffy’ and there is a serious business case for using some of the main channels, for example:
Is the only social media outlet that is factored into Google’s organic search algorithm – so can help your business feature higher on search results.
Is a great tool for interacting with very specific audiences such as fleet buyers from major companies, or automotive journalists (most of whom have a Twitter feed) to make your PR stories go further.
LinkedIn… (and Facebook)…
Allow you to create your own online communities (though Facebook is more regularly used for a consumer audience) – wouldn’t it be great to create a place, facilitated by your business, where fleet managers can air their views about fuel hikes or the Government’s transport policy?