Automakers Must Think Beyond a Millennial Audience When Using Social Media
Based on the results of the J.D. Power 2014 Social Media Benchmark StudySM--Auto, auto companies must actively pursue a multi-generational strategy when using social media platforms to inform consumers about products and services. The study measures customer satisfaction with social media marketing and servicing interactions on various social media platforms.
"Auto manufacturers that focus just on reaching Millennials through social media are missing a tremendous opportunity, as social media is a channel that reaches all generations of consumers," said Arianne Walker, senior director, automotive media & marketing at J.D. Power. "Today for the first time, we have an in-depth understanding of what helps drive satisfaction in social media interactions across generations. It is important to provide a satisfying social media experience for all consumers because it helps drive current and future business."
The Social Media Benchmark Study--Auto finds that 20% of consumers use social media as their primary source of information about automotive brands. Furthermore, when consumers are happy with their social media interactions with a car company, they are more likely to buy another vehicle of the same brand and they are more likely to use a dealership for service.
According to the study, Facebook is the dominant social channel for both marketing and servicing interactions. Also, based on the results of the study, Toyota ranks highest in satisfying consumers via social media channels, followed by Ford and Chevrolet.