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Motor Authority: Luxury Automakers Failing To Take Full Advantage Of Social Media

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bmw-facebook_100230674_t.gif The effectiveness of traditional advertising has been on the decline for years and a strong social media presence, utilizing services such as Facebook and Twitter, is quickly becoming the new standard in successful marketing. A new study examining the social media presence of luxury automakers has found that the German brands dominate while ...

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The effectiveness of traditional advertising has been on the decline for years and a strong social media presence, utilizing services such as Facebook and Twitter, is quickly becoming the new standard in successful marketing. A new study examining the social media presence of luxury automakers has found that the German brands dominate while Japanese and American brands are largely absent.

The study was run by MH Group Communications and Forum Strategies & Communications, based out of New York, and has found that luxury automakers are not maximizing the full potential of social media in their communications efforts.

It concluded that the industry has yet to tap the full potential of social media by utilizing an integrated and holistic approach, and are focusing their efforts on YouTube and Facebook rather than the full spectrum of social media platforms where benefits could be gained.

It also revealed that social media conversations around luxury automakers focused on four key topics: Admiration of the brand, sales and deals, questions about features, service and availability, and news and vehicle announcements.

Using unique measurement methodologies to determine the size and activity level of communities around specific auto brands across Facebook, Twitter, YouTube, and Flickr, the study was able to rank the brands in terms of their engagement in social networks.

In the overall rating, the nine luxury automakers considered ranked as follows:

1. BMW

2. Porsche

3. Audi

4. Mercedes

5. Cadillac

6. Lexus

7. Acura

8. Infiniti

9. Lincoln

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Not sure this is big news yet: not many 18 year olds buying NEW Caddys or BMWS these days. Besides, I get a ton of GM stuff on my Facebook nearly every day.

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Thing is, social media can really backfire; a company has to be very careful. One only needs to look at Honda's foray onto Facebook with the Crosstour, and resulting crucifixion.

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Not sure this is big news yet: not many 18 year olds buying NEW Caddys or BMWS these days. Besides, I get a ton of GM stuff on my Facebook nearly every day.

Yeah, but the kiddies aren't the Twitter/Facebook audience...kiddies are busier texting in their Hondas and crashing. Twitter and Facebook have very large over 30, over 40 demographics..

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