To the Editor:
"Facebook: Fun -- but sells few cars" (May 2) was spot-on.
Jason Ezell, president of Dataium, which tracks auto shopping habits online, said, "The number is almost depressingly small."
It is depressingly small and laughably ridiculous.
A total of six messages to dealers requesting follow-up resulted from Dataium's tracking 1.5 million online auto shoppers and the 9,400 who linked to a dealer Web site from a social media site. Ouch! OMG!
At our agency, we do not count "likes." We count sales, cost per sale, profits, production costs. We count what is real.
The evidence suggests social media are an unrewarding time-sink.
We don't encourage auto retail groups or individual franchised dealers to do feel-good spots or anything that deviates from addressing the objections and idiosyncrasies consumers exhibit when buying cars; that includes social media. Experience and research reveal that when one does otherwise, sales suffer.