Social Media for Marketing

As with previous assignments I will use Redline Auto Service to answer these questions:

How are they using social media to change their marketing?

Social media has had a major impact on how this business advertises and interacts with its customers. Word of mouth through social networking sites like Facebook have brought in new customers as well as let the organization and display deals. In addition the customers are invited to pose any questions or concerns which will be replied to promptly. This all has been done at minimal cost, much cheaper than alternative choices for advertising.

How well are they following the rules of PR?

Pretty well I would say. The organization understands that it can't control what is being said, they do however recognize they can influence it by communicating efficiently. This is the main reason they offer a place for customers to ask questions or comment on their experience. The company also doesn't try to force its message onto anyone but instead offers incentives for them to find out for themselves. Targeting the right customers has always been a goal of the company as well. Specializing in foreign (European especially) car owners within the greater Lansing area the company has made efforts to advertising to them more specifically. This doesn't mean they don't try to gain a more domestic audience just that more energy has been put into the other.

What recommendations would you make for them to improve their efforts?

 There could be some more time spent communicating with customers. The business is currently very small and only a few hours a day is spent answering questions and concerns online. Doing it more frequently can lower the time people wait and thus improve their view of the company. Also it would be great if the mechanics could spend a little more time speaking directly.