Used Car Dealer Magazine

FEB 2018

Used Car Dealer Magazine, the official monthly trade magazine of NIADA, offers readers the most current news and info on such topics as industry trends,technology,financing,marketing and dealership operations designed to increase profitability.

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Page 67 of 78

12 BHPH DEALER → FEBRUARY 2018 F acebook's news feed is changing and it could negatively affect car dealer pages. Most BHPH dealers have a business page for their dealership. Facebook has added many useful tools to digitally market inventory and build connections with online users over the years. However, a recent announcement promises a change that could be a step back for business pages. Facebook says this news feed change will promote user-to-user engagement and focus less on brands and "passive" activity. What is "passive" activity? That is not entirely clear yet. A potential loophole in the change could be auto dealers using live videos, news and groups, but that isn't certain at this point. It's just my speculative interpretation. How messy is this for car dealers? Facebook is practically popping the pin and tossing a hand-grenade under business pages. This announcement, as vague as it is, indicates the news feed of the future will promote user-to-user connections and push business page content down the ladder. Car dealers are consistently trying to stay atop of Facebook options. This announcement doesn't help as it doesn't offer many details. We can speculate how it might affect our ability to market to prospects in the future, but at this point nothing is certain. This is what Mark Zuckerberg published on January 11, 2018: One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent. We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That's why we've always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness. But recently we've gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other. It's easy to understand how we got here. Video and other public content have exploded on Facebook in the past couple of years. Since there's more public content than posts from your friends and family, the balance of what's in News Feed has shifted away from the most important thing Facebook can do – help us connect with each other. We feel a responsibility to make sure our services aren't just fun to use, but also good for people's well-being. So we've studied this trend carefully by looking at the academic research and doing our own research with leading experts at universities. The research shows that when we use social media to connect with people we care about, it can be good for our well- being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos – even if they're entertaining or informative – may not be as good. Based on this, we're making a major change to how we build Facebook. I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions. We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you'll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you'll see less public content like posts from RETAIL READY FACEBOOK DROPS GRENADE- ANNOUNCEMENT BY JUSTIN M. OSBURN UPCOMING NEWS FEED CHANGE AFFECTING DEALERS

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