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Many dealerships today view online reputation management as a reactive job of monitoring social media and product reviews and then responding to them to make certain customers know that they care.  Proactive reputation building is where you want to be today.

The reputation of your dealer or your reputation as an expert is a precarious thing. Any negative press about your dealership or a new product or service can spread online like an STD, so it’s imperative to make the most of all the positive content you do have. It is also important to proactively protect not only the dealer reputation, but that of each vehicle brand or service repair or part you represent.

Get the Good Word OUT!

I suggest you first gather all the positive dealership content and about each product or service you offer.  Positive content could include but is not limited to:

  •     testimonials / reviews
  •     success stories
  •     give back to the community stories
  •     results of survey or trial
  •     case studies
  •     certifications and other marks of quality

Continually strive to get more positive content that can be maximized for the benefit of the dealers online reputation. You know it's critical to be proactive and build positive reviews that boost your local search score and ranking.

Publicizing Positive Content
What’s critical is syndicating your content online in as many places as possible so it shows up in the first page of search results. A great place to publish content with one click of a button to social networks is

Testimonials that are as Real as they Get!...on your website
For the most believable testimonials, create an image from your 3rd party review sites, such as Yelp,
Google Local, etc. Meaning, take a screen shot of your customer reviews from 3rd party review sites and place those on your website. Testimonials copied than pasted to your testimonial website page is much more believable to a visitor than testimonials published by the company who owns the website.  I’m shocked when companies only publish raving testimonials with all 5 stars. Is this really a trustworthy dealership when I see no negative feedback or interaction with unsatisfied customers? Also incorporate testimonials into your social media strategy with links to this page. Publish them in press releases, articles, and other online and offline materials.”

Next, set up a Press, Media, or News page
Got a big announcement? Toot your horn with a simple press release (success stories are the best) and publish it first on your corporate or business news website page. This way, all other online press releases will link back to the original content on the corporate website as the source of the information.

Most important! Success stories illustrate how your dealership has helped an individual struggling with a problem. If your dealership is married to the community and gives back then broadcast it all over your social networks. The pay it forward good deeds go viral so fast and build a dealers online reputation with the power of storytelling, while appealing to a different segment of your target audience.

Jerry Hart

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