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Social media guru urges dealers to ‘go local’

Used car specialist VCARS says UK dealers can learn from our American cousins when it comes to social media.

VCARS director Darren Preston commented: “In the UK, and certainly in the motoring industry, Google is still king.

“Google Search Engine Results Position (SERPS) and Google AdWords probably provide around 95% of traffic to dealers’ websites.

“Most UK dealers with active social media platforms tend to only publicise news and their stock and consider this enough.

“Social media really comes into its own when people are talking about you. It is important to interact with users that have both positive and negative reviews.

“Google is moving towards a localised model in the UK – displaying local results within a set of national results.

“In America, Facebook is actually providing some smaller dealers with better quality traffic than Google. Being able to see what our friends like and ask them personally about their experience is a much more trustworthy source.”

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