Marketing Delivery reports that a well-managed Facebook page will reach an average 272% of the fan base of people who have ‘liked’ it.

The online customer relationship management specialist highlights the importance of ‘viral reach’ and advises dealers to concentrate on customers and prospects who really want to engage.

On average, each fan of a Facebook page will have 183 ‘friends’. It is therefore important to post content that is interesting enough for them to ‘share’ or ‘comment’ on, because all their friends get to see this too.

One Facebook page managed by Marketing Delivery has 59 ‘likes’ giving a potential audience of 25,827 people who are friends with those 59.

Jeremy Evans, managing director of Marketing Delivery, commented: “Success from Facebook marketing comes from ‘word-of-mouth’ recommendations, positive client testimonials, customers signing up to attend events and even cars sold as a direct result of something a dealer has posted.”