Seven commandments of Social Media

The seven commandments of social media

Social media is a valuable tool when used properly and precisely. Thinking about starting a channel for your dealership? Take care in making the decision. If you can’t dedicate the time to doing it often and well, it may be best to hold off until you have the appropriate time and resources. Ready to take the plunge into the wonderful world of social? Read on to find out how to use the platforms most efficiently, and always remember the following Seven Commandments of Social Media:

7. Engage often and react fast

1. Post 3-4 times a week

2. Post high-quality content

6. #Hashtag

5. Create highly visual and “nice to look at” content 3. Don’t advertise, engage

4. Create valuable content for your audience

The 12 keys to social media success in Canada

1.Define clear goals. n Well-defined goals are the foundation of any successful social media strategy.

They give direction and purpose and will help define the right type of content to produce. Common social media goals include: l Building brand awareness (measured through increased engagement, followers, likes and shares) l Building a community of brand advocates (measured through follows, mentions, likes and shares) l Research and development (by tracking competition, increasing engagement and gaining insights into consumer sentiment) l Driving sales and leads (through increased web traffic, click through rates, callto-actions and landing pages)

2.Commit to being a consistent content publisher. n A channel that doesn’t have consistent content looks unprofessional and isn’t helping your business. If you can’t commit to at least 1 post every other week, it may not be the best idea to start a social media channel. The recommended frequency for original posts per channel is: l Facebook: 2 to 3 posts weekly l Instagram: 2 posts weekly l YouTube: 1 video monthly l Twitter: 1-2 tweet daily

3.Don’t advertise, engage. n Today, it’s easier for consumers to connect with other consumers via social media and make better purchasing decisions by learning about their experiences with a product or service. n People expect brands to talk with them rather than at them. They no longer expect brands to sell to them, but to entertain and inform them.

4. Understand that content needs to be amplified through social advertising. n Social media platform algorithms limit organic audience reach for brands and companies, making the use of social advertising an essential component for your social media strategy. n Set aside regular monthly budget to promote content on one or more channels. n Facebook, Instagram and YouTube all provide powerful advertising and content promotion options to reach hyper-targeted audience. Social advertising is ideally suited for sales and promotions.

l Starting a Facebook Business Page will allow you to access Facebook Ads Manager to boost and sponsor posts on Facebook and Instagram > Important note: Instagram is owned by Facebook, and amplifying on Instagram happens on the same platform as Facebook > See here to start your page: https://www.facebook.com/business/pages/set-up

5. Create and share content that is valued by your target audience. n Knowing your target demographic is a vital component of a social media strategy, but it’s also important to understand their hobbies, their interests, their likes and dislikes and common pain points. n Understanding these factors will help you create content that is meaningful, useful and engaging to them—from news about their favorite vehicles to community news and answers to common car questions.

6. Leverage multiple channels and create content that is appropriate for each. n Once you understand your audience, determine which social media platforms to leverage in order to reach them most effectively. n Strategically utilize the channels that benefit your audience demographic and preferences and develop a strategy that leverages that platform effectively. l Remember, content consistency and quality is key, only start channels you know you have the time to keep updated regularly.

7. Identify Relevant Hashtags (#). n Hashtags are used to identify a relevant keyword or topic of interest and facilitate a search for it on the social media channel. n Including relevant hashtags will help boost post performance so social media users can find and engage with your content. l Popular hashtags in the auto space include: #Cars #CarsOfInstagram #Auto #Speed #CarLifestyle #CarsWithoutLimits #Sportscar #Instacar. l Kia Canada hashtags include: #MyKia #KiaCanada #KiaSoul #KiaStinger #KiaTelluride etc. for all #KiaNAMEPLATE

8. Create a content calendar. n A content calendar is a schedule for content and is a great way to stay organized.

It is recommended to schedule a variety of content throughout the week to keep the social media channel fresh and interesting. It’s important to post content at the times of day when your target audience is most active on social media to maximize reach and impact. This will vary depending on your audience. The best way to determine optimal posting time is to vary the times and days you schedule content, noting which posts garner the most engagement.

9. Create highly aesthetic content. n Visuals are highly valuable when it comes to social media. n It is critical to post high-res, high-quality images. Often, those with people in them perform the best. n Combining a mix of vehicle and community, dealers etc. in your feed will ensure a strong personal identity and story.

10. Use good news and great stories. n For businesses, good news and great stories are an ideal way to reach their audiences. Ensure you’re sharing positive content that is relevant to your target audience—from Corporate Social Responsibility initiatives to positive business news like awards and promotions.

11. Engage often and react fast. n Social media is one of the most direct connections between a business and consumers. It is also “always on.” This means that it’s important to engage often and react fast. Social media allows businesses to speak directly to their customers, but it also allows consumers to discuss issues in a public forum. This means that it’s important for business to proactively engage with their audience in a positive way, but also be vigilant in responding to questions or issues quickly.

12. Understand how to respond to concerning online conversation. n When complaints or concerning conversations do arise on social media, it is important for brands to act fast and strategically to mitigate issues. If a consumer complaint is made on KCI social media and is publicly visible, it is important to respond directly and immediately and then transition the conversation into a private message to find a resolution. The purpose of this is two-fold: it shows other consumers that the brand is attentive online and are eager to help, and it allows the brand to mitigate any further negative public engagement. Do not engage with comments or messages that are negative simply for the sake of being negative and delete comments only if they are derogatory (i.e. racist, sexist, homophobic, crude). In the event that you have questions or are unsure how to respond to a consumer or situation, please contact media@kia.ca to alert the KCI Head Office social media team who can provide guidance.

For more information on Kia Canada social media procedures, protocols and best practices, please contact media@kia.ca.