AutoNation turns to Twitter

FORT LAUDERDALE, Fla -- Tweeting, blogging or posting online could shortly turn piece of your job.

That is whats function for a little employees at AutoNation. The Fort Lauderdale-based inhabitant automobile tradesman is a distinguished e.g. of how businesses are involving workers in their amicable media strategy.

Anthony Del Vecchio, who directs eventuality selling for AutoNation, right away spends about fifteen percent of his work time on Twitter or alternative amicable media. "Its the new frontier. Its not attack (customers) with offers, but to give them information. They can come to us for answers as against to not guileless automobile retailers," he says.

Now AutoNation plans to hurl out amicable media to the dealerships.

It plans to appropriate a "social media champion" at the dealerships. This will customarily be the Internet sales physical education instructor or an additional workman who has online experience and interest. Workers "will have the event to have their own voice and their own channel," says Stephen Higgins, amicable media physical education instructor for AutoNation.

While Higgins wants to inspire workers to get concerned in the companys amicable media, he additionally thinks a little belligerent manners are in order. Thats one cause he and amicable media strategist Lori Vajda are deliberation as they enhance the retailers amicable media to embody front-line employees.

Social media experts advise that companies involving employees in amicable media should promulgate their plan and goals. There should be discussions about whats not OK to post, such as trusted association information. Ideally, employees" tweets or posts should rivet commercial operation online and strengthen the brand.

A companys amicable media plan should describe to the companys objectives, and employees who are blogging, posting and tweeting need to be wakeful of that strategy, says Sharlyn Lauby, a amicable media expert in Fort Lauderdale. The tip benefits of amicable media for commercial operation are generating exposure, augmenting Web traffic, anticipating commercial operation leads and shutting deals, according to a Mar 2009 amicable media industry inform by Michael Stelzner.

Lauby says it creates clarity for a association to embody employees in their amicable media since they"re already articulate about the association to the public. "Give them the collection to go out there and do their job," she says.

At AutoNation, Vajda educates employees that all they post on the Internet should be deliberate permanent. She additionally trains workers how to reply online to customers: "You wish to brand who you are so the fan or patron knows your purpose inside of the store. You dont wish to have promises you cant fulfill."

Companies additionally need to cruise an employees unrestrained for participating in amicable media. The communication with commercial operation online needs to be frequent.

Lauby says when employees are seen on amicable media on their companys behalf, it increases trust. "People buy from companies they know and trust. When you have employees out there construction relationships, it usually adds to that," she says.