Big Time Advertising founder and CEO Terry MacCauley recently discussed two of the most sensitive topics dealers can ever tackle.

Politics and social media.

“In today’s digital-first world, your social media presence is part of your brand, whether you like it or not,” MacCauley said in an industry message. “That includes both your dealership and personal pages, because if a customer can connect you to your brand, your posts reflect back on the business.”

MacCauley described this scenario. Say a shopper finds a nice truck on your store website. Then the shopper does more online surfing and finds political Facebook posts connected to you.

“The first post they see is a political rant or a meme that clashes with their beliefs,” MacCauley said. “In an instant, they are no longer thinking about the truck. They are thinking about you, and not in a good way.”

MacCauley then asked, “Do you really want someone’s voting preference or day-to-day politics to be the reason they do not buy a vehicle from you?”

“That is the hidden cost of mixing politics and business,” he added.

To help dealers with this complex situation, MacCauley suggested now it might be a great opportunity to examine internal practices and check if your employee handbook clearly states your social media posting policy.

MacCauley recommended that a social media posting policy should:

—Outline expectations for professional behavior online.

—Clarify what is acceptable and what is off-limits when posting about the dealership.

—Protect the brand from being tied to individual opinions.

—Help employees understand the impact their digital presence can have on sales.

“A social media policy is not about limiting free speech. It is about setting boundaries that protect everyone: the dealership, the staff, and the customers. It focuses on selling cars and building relationships, not fueling arguments,” MacCauley said.

“Business is already tough enough: inventory shortages, rising costs, and competition from big-box retailers. Dealers do not need another self-inflicted obstacle. Yet every time a salesperson or dealer decides to wade into politics publicly, they risk turning away half the market,” he continued.

“So, remember this rule of thumb: If it divides, it does not belong in your brand. Keep your focus on what unites customers, the desire to find the right vehicle at the right price, from a dealership they can trust,” MacCauley went on to say.

For more ideas to keep your store in the black and other dealership strategies, visit Big Time Advertising online at https://www.gowithbigtime.com.