This week and I am at the Chicago Auto Show running an experiment I am dubbing Live Event Social Content Syndication. The idea is nothing new but the format and execution are. This is my first true official experience as a media/press member at a major event like this. One time I made up my own fake press badge and appeared at an auto show to make some videos. Yeah, I am such a renegade!
Media and press coverage at auto shows of course is nothing new. The media room and showroom floor are riddled with TV crews, magazine staff, reporters, photographers, PR folks, you name it. Of course many of the folks here are preparing content for their social media channels and profiles. What they aren’t doing though is syndicating this content down to auto dealers. That’s why I am here.
What they aren’t doing though is syndicating this content down to auto dealers. That’s why I am here.
Stemming from a partnership with SOCIALDEALER and the CATA (which hosts the event), we have enrolled a number of dealers to participate in the experiment which will allow us to publish content directly to their Facebook pages through a simple process known as Social Content (or Message) Syndication.
Content Syndication is nothing new. It’s been around for decades. But syndicating social content to auto dealers is a fairly new practice. SOCIALDEALER has been doing this with CARFAX for more than a year now, helping CARFAX reach more than 3 million eyeballs on Facebook through multiple posts each week. SOCIALDEALER also is conducting a pilot with Ally Auto to see how auto finance information performs in this format.
What’s exciting about this experiment with the Chicago Auto Show is that A.) the content is live and B.) the content is some of the most popular content in the world! We all know the importance of engaging relevant content for your friends and fans in social media. Fortunately for auto dealers, automobile-related content is considered some of the most interesting and engaging information. And what is more exciting than the hype and the buzz going on at a major auto show?
Dealers across the globe can tap into this free social content simply by enrolling their Facebook page(s) with the CATA Connect4Content program, a free program powered by SOCIALDEALER that allows them to publish auto show content directly to their Facebook pages. Enrolled dealers will receive daily updates that they can choose to publish to their pages through a simple Approve/Deny process. Dealers that choose the Auto Approve option will receive 2-3 pieces of brand-specific information to their page each day. This is huge because as we know Facebook is only able to show a post from your page to 3-5% of your fans. By posting multiple times a day your dealership will reach more fans. And it’s all automated!
Here are a few examples of the type of content dealers will receive…
While there are kinks to work out and lots of educating to do to create buy-in for the concept, I do believe there is true potential in this. Magazines and media brands have always benefitted from these types of major events. Now dealers have a chance to benefit as well.