It's easy for us to take the high road and call it abysmal to utilize the strategy demonstrated below. We would never do it to two dealers, let alone dozens. We also understand the need to make a solution scalable for the sake of profits as we have worked for companies that need to scale to serve hundreds or thousands of dealers. With that said, it is still atrocious and should stop immediately. This gives quality automotive social media marketing companies a bad name when they pull this sort of stuff.
When Brian West from @FusionZONE Automotive, Inc. showed this to me today, I begged him to let me expose it. He cordially allowed me and now I can't really say much about it without spewing more vitriol than I'm used to spewing.
The justification that I've heard for this type of activity is that nobody will like more than one dealership on Facebook. This is a naive statement, especially considering the rise of the pay-to-play social media model, the fact that they're posted at the same time, and sheer silliness of the question itself. Some of the stores for which the question was posted were in south Florida on a day when it was 75 degrees.
Social media is about creating a channel of communication between the dealership and local people. It's about posting relevant messages and exposing those messages to potential customers. It's about participating in the community that is comprised of the very people who can and should be buying cars. To auto-post using an automated, push-button strategy is absolutely worthless.
Here's the post itself. Looking at the dozens of dealers that posted this content led me to realize that this wasn't a mistake. It wasn't a one-off instance. Every piece of content is posted across the board.
This infuriates me. It isn't just lazy and ridiculous. It's sad that dealers are actually paying for this to happen. It doesn't have to be this way.