How many followers does AutoNation CEO Mike Jackson have on Twitter (@ceomikejackson)? Try more than 3,000.
And that's just on his personal site.
After edging slowly into social media two years ago, the nation's largest retail group now has a multilayered social media infrastructure. The corporation, its 10 regional brands and about half of its 232 dealerships have unique Facebook pages and Twitter accounts.
Overseeing its social media presence is a team of three employees, including Mallory Colliflower, AutoNation's social media coordinator.
In addition to Facebook and Twitter, Colliflower says about 80 percent of the company's stores have deals with FourSquare, a location-based social networking site accessible through mobile devices. AutoNation also has separate company blogs for investors and consumers and is developing video content to be uploaded to YouTube."Our overall goal is to build trust with our customers and to shed this whole stereotype that the car dealer is the bad guy," Colliflower says.