Twitter Case Study: What Not to Do

by on August 20, 2010

in Social Media Marketing

Social Media: Don't Be a Cheesy Salesman

Twitter can be a great tool, but some businesses don’t have a clue in how to use it. Or maybe they know how, but figure that if they throw enough “stuff” at the wall, something will stick. Who cares about their followers, right? Hopefully you can feel my sense of disgust.

I was recently checking my email when I saw that @newjerseynissan (East Cost Auto Mall in Englewood Cliffs, NJ) is now following me. After a quick visit to their page, it was clear that their use of Twitter equates to a pre-recorded, telemarketing call. And we all love those…

Clearly this company thrives on interruption marketing. A quick look at their website triggers a sea of popover and popunder ads, floating boxes begging for attention and other stuff that would drive me away even if I was looking for a car. Unfortunately their use of Twitter does the same: automated sales messages churned out frequently by an automated tool. I even received an auto DM reminding me (for the 10th time) that they are the  “Home of the $199 Lease.”  What type of value does that create?

The Moral of the Story

I don’t think anyone wants to feel like they’re being handled by the stereotypical cheesy used car salesman; unfortunately this company just doesn’t get it. Companies that are successful in social media understand that they must:

  • Treat People with Respect
  • Provide Value
  • Earn Trust

{ 1 comment… read it below or add one }

Christopher Regan August 30, 2010 at 1:14 pm

The automotive dealership vertical stands out like a very sore thumb, indeed, when it comes to Social Media, despite the efforts of quality interactive agencies and even NADA’s annual expo’s Social Media tracks. The relentless message of “come in a buy XYZ”, blared over Social Media platforms, doesn’t communicate with the community whatsoever. The dealers who are first to divorce themselves from any behavior within Social Media that even hints of “used car salesman syndrome” — and instead embrace their responsibility, and opportunity, as members of their communities — will see success.


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