How to Promote Your Dealership on Social Media

Whether your dealership is active on social media or just starting
out,youronlinepresenceplaysanimportantpartinyourcustomers’
awareness, consideration, purchase decision and loyalty. Nearly
one in three U.S. consumers are influenced by social media in
their purchases (www2.deloitte.com). As you look to improve your
dealership’s presence in the social media space, there are many
ways to promote your business, products and offer customer
service through your social media accounts.
SOCIAL MEDIA KIT
Beginner: Facebook
Facebook “f” Logo CMYK / .eps Facebook “f” Logo CMYK / .eps
If you are new to Facebook, it is important to understand the
language used on the platform.
Fan: A fan is a Facebook user who has chosen to ‘Like’ your Page. By doing so, all of your posts and
updates will appear in your fans’ newsfeeds.
Newsfeed: Your newsfeed is a collection of posts from pages, people and groups you are associated with
on Facebook. Photos, videos, sponsored advertisements and shared posts will appear in your newsfeed.
Page Roles: Page roles allow you to control access to your page. There are five page roles: admin, editor,
moderator, advertiser and analyst. Admins have the most control of the page. Users assigned to these roles
can be changed at any time.
Insights: A free service provided by Facebook that allows you to see page metrics and analytics.
Page Roles
How to Set Up an Account:
To create a Facebook page for your dealership, first select a team member to be the admin of the Page. This role allows a user to
manage all aspects of your Facebook Page, including sending messages, publishing posts, creating advertisements and assigning
other page roles. The admin will need a Facebook account to create a business page. This personal account will not be visible
to any fans of the business page. Once an admin has been established, follow these steps to create a Facebook Page for your
Cub Cadet Dealership:
Create your Business Page:
From the admin’s account, click
the arrow in the top right corner
of your Facebook page and select
‘Create Page’.
Select your Page Category:
Select the ‘Local Business or Place’
option and enter the appropriate
information for your dealership.
When choosing a category, select
‘Local Business’.
News Feed
Insights
Source:PewResearchCenter

Add Profile Picture: Add a profile picture to make your
company easily recognizable to your audience. Select a
visually appealing photo, such as your dealership logo.
Select ‘Upload From Computer’, find the photo of your
choice and upload it to your page. If your dealership has
a pre-existing website, you can use the ‘Import From
Website’ feature to add a photo. All audience members will
be able to see this photo when searching for your page.
Target a Custom Audience:
To attract a target audience
for your Facebook Page, add a
specific location, age range and
set of interests for Facebook to
process. Regardless of these
settings, anyone will be able to
find your page. These selections
simply help Facebook put your
page in front of those who matter
most to your dealership.
Customize Your Page: Your Facebook Page
is now accessible to the public. To optimize your
page, add a Cover Photo using the same process
as adding a Profile Picture. You can add additional
contact information, such as store hours and add
a Call To Action to contact your dealership or visit
an external website.
Add Basic Information:
After agreeing to the Facebook
Page Terms, your page has
been created. To set up your
page, add basic information
about your dealership, including
other social media handles or
links to a company website.
SOCIAL MEDIA KIT -2-

Beginner: Twitter
Twitter comes with a vocabulary all its own, as well as
features that are unique to just its platform.
Twitter Handle: A Twitter handle is your username and how you’re identified on
Twitter. It is always preceded by the @ symbol. Choose a Twitter handle that reflects
your dealership name and/or location.
Tweet: A Tweet is any message your account chooses to send on Twitter. Tweets can
only be 140 characters long.
Timeline: A Twitter timeline is a collection of all the tweets sent by accounts you
follow. Your timeline will include tweets, retweets and sponsored advertisements from
businesses.
Follower: Twitter followers are users who choose to see your tweets. Once a user
follows your account, all tweets you send will appear in the user’s timeline.
Here are some of the key terms to know when using Twitter:
Retweet: A retweet is a repost of another user’s tweet. Retweeting a post adds the
tweet to your account, meaning your followers can view it in their timelines.
Hashtag: Using hashtags
tags your tweets to follow a
thread. For example, if you type
‘#CubCadet’ in your tweet, any
user searching for Cub Cadet
will see your tweet, regardless
of if they follow your account.
Mention: Mentions occur when one Twitter account tags another user in a tweet. By
adding a Twitter handle to a tweet, that account will get a notification that you mentioned
them.
Direct Message: A direct message is a private message with another Twitter user.
These messages will not appear on your timeline or be visible to other users.
Cub Cadet
@Cub_Cadet
Messages

How to set up an account:
Create Your Profile: Twitter does not differentiate between
individual and business accounts. To create an account for your
business, go to www.twitter.com, select the ‘Sign Up’ option on
the homepage and enter the required information.
Add a Profile Picture: Add a profile picture to make
your company easily recognizable to your audience. Select a
visually appealing photo, such as your dealership logo. Select
‘Upload Photo’, find the photo of your choice and upload it
to your profile. All audience members will be able to see this
photo when searching for your profile.
Add a Header Photo: After adding a profile picture,
your profile is set-up and ready to use. Add a header photo
to make your account visually appealing and start tweeting!
Edit Your Profile: The ‘Edit Profile’ widget allows you to
further customize your profile. Add a short bio, your location
and any external website URLs.
Edit profile

• Interact with your fans: Social media is all about interaction. Make sure your fans don’t
feel ignored! Like fans comments on Facebook, favorite or retweet any mentions on Twitter
and reply to comments as necessary. Your fans will appreciate the communication.
• Keep your page up-to-date: If a consumer tries to connect with your dealership on social
media but does not see any recent posts, they may assume your social networks are inactive.
Be sure to post at least twice a week to keep your fans up-to-date.
• Make your posts visual: Tweets with images receive 18% more clicks, 89% more favorites
and 150% more retweets than those without images. (bufferapp blog) Ninety-three percent
of the most engaging posts on Facebook included photos. (socialbakers.com) Be sure to add
visuals to engage your fans and make your posts stand out.
• Use one brand voice on your platforms: Streamline your social networks by keeping
your brand voice the same on all platforms. It is best to designate one or two team members
to manage your accounts and keep verbage and tone the same amongst all posts.
• Customize content for each platform: It is appropriate to post the same message on
multiple platforms, but it won’t be as simple as copying and pasting a message. Facebook has
no character or word limit on posts, allowing you to go more in-depth with postings. When
tweeting, you are limited to 140 characters. Content must be optimized for each platform.
• Recycle posts: To avoid spamming your fans and followers, do not continuously repost
the same message. If posting about a similar topic more than once, such as a product sale,
giveaway or event, be sure to change the verbiage on each post.
• Overuse hashtags: Hashtags are great for categorizing your posts and aligning your
content with trending topics. However, too many hashtags can be more of a distraction than
an assistance. Limit each post to one hashtag and only use when necessary.
Do’s and Don’ts of Social Media
Do
Do Not
Intermediate
How To Boost Existing Posts on Your Page:
Go to a post you’ve created and then click Boost Post
in the lower-right corner.
Choose your audience and budget based on how many
people you want to reach and how long you’d like
your boost to run. You can also change your payment
method.
Click Boost Post.

Intermediate, Cont.
Guidelines for Interacting:
Eighty-two percent of Facebook users consider the platform to be a good way to interact with brands. (Lab42) Fifty-
one percent of Twitter users follow brand profiles to stay up-to-date with brand news. (adweek) These statistics prove
that fans are using social media for much more than just reading brand information. Fans are now seeking interaction.
Here are some basic guidelines on how to interact with fans and followers on social media:
Reply to comments in a timely
manner. When fans comment on
a post or mention you in a tweet,
they are usually seeking instant
feedback. While you don’t have to
reply within minutes, be sure to
monitor your accounts throughout
the day and reply to comments
when appropriate.
Keep your brand voice consistent. Each user deserves a personalized response, but the overall voice and tone
should remain the same for each response.
Keep all interactions professional. Do not like, favorite, retweet or reply to any inappropriate accounts or
postings from your brand page. Do not engage in any negative posts regarding competitors.
Do not delete negative comments. Instead, assist the consumer by directing them to a more direct form of
customer service. Deleting negative comments or reviews will make your dealership seem less transparent and
untrustworthy. However; if posts contain graphic language or content you may hide them from your page.
Ways to incorporate Cub Cadet Assets
To connect with Cub Cadet on social platforms, like and follow our brand accounts. To share news about product updates, Cub
Cadet promotions or contests or brand information, share or retweet our posts with your followers and fans.
Through the Cub Cadet On Demand Marketing site, you will be able to download free advertising images and messaging that
you can post to your own Facebook or Twitter accounts. Take advantage of promotions by advertising through social media to
reach new audiences and get more consumers in your door. To access these seasonally updated assets, visit the Cub Cadet
One Demand Marketing site by logging in through the Dealer Portal and click on the “SOCIAL MEDIA” e-spot.
For more information on the advertising and marketing capabilities available for your dealership through the On Demand
Marketing site, call 1 (877) 223-3927.

Advanced
Facebook Overview
The Promoted Posts Feature on Facebook allows you to reach a higher percentage of your community (people who like your
page), as well as friends of people who you’re your page and people who have not yet liked your page. This is a low-cost, high-
value tool for those of you looking to draw attention to an announcement, promotion, event etc.
There are several advantages of using Facebook’s promoted posts feature. It allows you to control who you are reaching and
exactly how much you want to pay. You can get specific with your target audience – focusing only on people who like your page
plus their friends or aiming for everyone on Facebook. You can also target by location, so you can hit people on Facebook who
indicate they are within a certain radius of your dealership.
Promoting or “boosting” your post simply increases the likelihood that your desired audience will see your post in their News
Feeds.
How to Use Promoted Posts for New Posts:
Create a post – It is recommended to use an image as
it appears larger on the home feed. If you have text on an
image, make sure the text only takes up 20% of the image.
If you are going to use a link in your post, create a Bitly link
so that you can track the clicks to your website.
Highlight over the post and click either the “Boost
Post” button at the bottom-right of the post or
select the megaphone icon at the top-right of the
post
Decide your target audience.
Select your budget
Set your target location
Click “Promote Post” and go through payment
process.
How to Promote Your Facebook Page:
If you’re interested in getting more page likes, you should promote
your page.
To create an ad for your page:
Click Promote Your Page beneath your profile picture
In the window that appears, choose your audience,
daily budget and the duration of your ad
Click Promote Page
For more options, click in the bottom-left corner
of the window that appears and select Advanced
Options. The ad you create will appear on desktop
and mobile.
Contests and Promotions
When hosting contests and promotions through social media platforms, it is important to follow all requirements.

Contests and Promotions
When hosting contests and promotions through social media platforms, it is important to follow all requirements.
On Facebook, you are allowed to collect contest entries
through specific Page postings. Users can comment on
and/or like a Page post or send a private message to
your Page as voting mechanisms. Facebook requires that
any contest winners must be notified through external
communications and cannot be notified through Facebook.
When hosting a contest through Twitter, you
cannot encourage users to create multiple
accounts for entry purposes. All hashtags used in
conjunction with your contest must be relevant to
the contest topic.
Analytics and Improving ROI
When using social media platforms, it is important to know if you are doing so effectively. Facebook and Twitter both provide
free analytics tools to monitor your accounts.
Facebook analytics are offered directly on the Facebook platform free of charge. To access these metrics, follow this guide:
Finding Facebook Insights: Your Page Insights can be found
on the top of your page. They are visible only to those with
assigned page roles.
After clicking the Insights widget, Facebook will automatically
pull the past week’s analytics. This timeline can be customized
for any analytics simply by clicking a specific category, such as
Engagement.
All Insights can be exported into Microsoft Excel documents.
When exporting data, you have the ability to customize timeframe
and choose from 3 analytics categories. Click the ‘Export’ widget
next to Settings.
To make the most out of this free tool, it is important to know exactly what you are looking at.
Finding your data
When first accessing Insights, the ‘Overview’ tab gives you an at-a-glance view of your most important metrics. By further
clicking categories like ‘Likes’ and ‘Reach’ you can get more specific data.
Facebook automatically pulls metrics on your 5 most recent posts. These metrics allow you to see which posts reached
the largest audience and the engagement levels of each post. By clicking ‘View All Posts’, you can see post analytics from a
3-month timeframe.

When is the best time to post?
Facebook keeps analytics on your page and your page
fans. By clicking ‘View All Posts’ you can see what days
and times you have the most fans online. This information
is important to boost engagement and post visibility.
Who are your fans?
If you are focusing on specific audiences or demographics,
it is important to know who is engaging with your page
content. By clicking the ‘People’ widget on the top bar, you
can see exactly who makes up your fan base.
Accessing Analytics
Twitter offers free analytics that can be accessed at
www.analytics.twitter.com. While logged into your
account, open the analytics URL in the same browser.
When prompted, turn Twitter analytics on.
Finding Your Data
Similar to Facebook Insights, Twitter analytics provides
you with a ‘Home’ view, where all of your latest metrics
can be viewed. By scrolling down, you can view monthly
snapshots of your Top Tweet, Top Mention, Top Follower
and Top Media Tweet.
The ‘Tweets’ tab provides you with more in-depth
information on individual tweets. In this view you can
see a tweet’s impressions, determined by how many
users viewed the tweet, the tweet’s engagement level,
determined by clicks on the tweet, retweets, favorites and
replies and the tweet’s engagement rate, the engagement
divided by impressions.
Who is Your Audience?
Twitter also allows you in-depth information on your
fan base. Twitter’s analytics platform allows you to see
everything from gender and location to household income
and education level.
Twitter Overview

Best Practices for Promoted Posts /Tweets
Facebook
Clean, simple images are important. It helps your post
stand out in a potential customer’s news feed.
Provide a clear call-to-action. “Click here to watch…”,
“Comment below to tell us what you’d do with this new
product…”, “Like this post for a chance to…”
Being timely and consistent helps increase engagement.
If you can tie your post to something happening in the
sports world or around holidays and events, more people
will think it is relevant. Also, don’t go long periods of
time without a promoted post (but don’t oversaturate
with posts). Boosting a few promoted posts a month will
typically be a good start.
Finally, learn what works best for your target. Track how
your boosted posts are performing and adjust accordingly.
You may need experiment with different posts to see what
works for your dealership.
Twitter
Be Visual: Promoted tweets that include a photo
generate engagement rates that are 306% higher than
text-only tweets
Less Is More: Promoted tweets with 10-40
characters get 70% better engagement rates than
promoted tweets with up to 140 characters
#Hashtags: Using a hashtag in a promoted tweet
results in 122% higher average engagement
Handling @Handles: Promoted tweets that include
a handle (@Cub_Cadet) experience 51% higher
average engagement vs. tweets that do not include a
handle.
Click Here: Clickable content within a promoted
tweet drives better engagement. And ultimately, you
want that Tweet to drive traffic back to your site.

Customer Service
Regardless of the platform, customer service will be part of your social media experience. Whether customers want to check
on an order, tell you they love a new product, or are frustrated with an issue – it is important to be prepared with responses.
It is important to create a list of frequently asked questions and create responses for all FAQs. Here are some suggestions of
content to have prepared:
• Backordered parts
• Repair time
• Repair cost
• What is covered under warranty?
• Positive Feedback
• Negative Feedback
Both Facebook and Twitter have private messaging features, where most customer service is best handled. Twitter messages
are still limited to 140 characters. Be sure to condense all customer service responses to optimize for Twitter.
Create a list of frequently asked questions.
To keep responses consistent, create one or two
responses per question. Type all responses in a
document and save them.
From your business page, open your
Facebook messages. If you have no previous
Facebook messages, have the page admin send the
page a generic message. You cannot create replies
without any messages in your page inbox.
The left side of your inbox will have two
pre-made messages from Facebook. To create
your own responses, click ‘Create New Reply’.
Type a title for your reply (EX: Backordered
Parts, Estimated Repair Time) and copy your
response into the message. To personalize, click the
‘Personalize’ widget and select any of the desired
attributes.
All replies will now appear on the left side
of your inbox. To delete or edit replies, click the
‘Manage Replies’ widget. To search for a specific
reply, use the search feature at the top of your
response list.
Twitter
Facebook
• Shipping status
• Contact Us
• Discounts and Promotions
• NLA Parts (No Longer Available)
Facebook private messaging now has a ‘Replies’ feature that allows business pages to save common responses.

How to Promote Your Dealership on Social Media

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