making a decision about fixing their car that social media is likely to play a role. But what about today? We asked
our audience about their social media use and here’s what they said: The most commonly used tool is Facebook, fol- lowed by “don’t use” (figure 11). Other sites like You Tube and Twitter are used marginally. When we broke it down by gender and age (figure 12), we saw that younger people use social media the most. The mid-fifties group had more participants that “don’t use” versus the number that do use social media, so this is something to pay attention to. We may soon find social media to be just as important as a strong website for the transmission industry, so don’t wait to begin exploring this medium.
Review Sites Review sites like Yelp or Google
Review allow customers to comment about the service they received from a business. There are at least half a dozen review sites and it’s a good idea to get listed on them. It’s free to get listed on these sites, you just need to sign up. We asked people if they used review sites to help them with their decision with car repairs. The majority said yes (figure 13). A word of caution, don’t try to
be cute by listing a review on your own site. And make sure if you use an outside firm to help you with your Internet presence that they don’t do it either. I’ve seen charlatans make multiple reviews on similar websites, acting like customers when they’re not. Search engines and review sites are get- ting smarter every day and cheating on the Internet can result in being black- balled so your site or listing doesn’t show up at all. There it is. Some of the data from
ATRA’s 2011 consumer study. We still have a lot of information we can glean from the results, but this’ll give you additional insight on your prospective customers. The 2012 study is taking shape and I can’t wait to share it with you!
Figure 13 Figure 12
Figure 11
GEARS January/February 2012
51
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71