Online Reputation Management for Automobile Dealerships
by
Mark Ishman on Oct. 26, 2012
Industry Specialties Science, Technology & Internet
Summary: The shift from print media to online advertising for the Automotive Industry
Online Reputation Management for Automobile
Dealerships: CONTROL AND OWN IT
In 2010 dealers
spent more on online advertisements than print media. The explanation is simple: More than three-fourths of new-vehicle buyers (79%) use the
Internet during the shopping process. However,
spending money on online advertisements, alone, will not bring customers to
your dealership. You must also have a
positive online reputation.
Potential customers
conduct Internet searches about you, both before traveling to your dealership, and
at your dealership, with their mobile telephone. If they discover negative comments, they often
will look elsewhere. You must control
and own your online reputation to keep these customers focused on you.
Your
ability to close transactions depends on having a positive online
reputation.
Take proactive
steps to control your online reputation.
First, publish new websites, blogs and other-like online content that
provide positive comments about your automobile dealership. Second, at least once a week, monitor your
online reputation by conducting Internet searches at various search engines and
specific industry-related websites to discover any negative posts about your
dealership. Finally, when you discover
negative posts about your automobile dealership, analyze and determine the most effective way to address the
negative online comment.
In addressing
negative online comments about your automobile dealership be sure to copy the
URL (i.e., website address) of the
negative online comment, or “bookmark”/add it to your “favorites.” When revisiting the negative online comment,
go directly to it. Do not
continue to view the negative online comment by conducting an Internet search and then hitting the link to it. If you do, then you tell the search engines
that this negative online comment is relevant and warrants a top search result
for your dealership. Second, save a copy
of the negative online comment by printing it or saving it as a PDF file.
There is no
“cookie cutter” approach to analyzing a negative comment. Each negative online comment has its own
unique set of facts that will ultimately determine the best approach to manage it. Some facts to analyze include: (i) determining
the specific situation complained about;
(ii) was it published anonymously (iii) where
was it posted; (iv) did it contain your company name, slogan(s) or any of your
advertisement content; and (v) was it an opinion or designed to damage your
business.
At Ishman Law Firm, we can assist you in analyzing negative online comments
about your automobile dealership as well as explore various options in how you
can effectively address negative online comments including (i) quietly and
quickly removing negative online
comments from the website; (ii) post a proactive reply that discloses how you
addressed the situation and prevented it from reoccurring; (iii) reveal the
identity of an anonymous poster(s) of the comments; and (iv) recover damages suffered as a result of negative online
comments.
Often your
dealership name, slogans, website content and online ads are the subject matter
of negative online comments. We can
proactively assist you protecting them through federal trademark and copyright
law. By being proactive, rather than
reactive, you will control and own your online reputation.
Mark Ishman is the founding attorney of the Ishman Law Firm, PC.
You can reach Mark at: (919) 468-3266 or mishman@ishmanlaw.com.