According to a 2015 Statista.com study, 73 percent of Americans are active on at least one social media network including Facebook, Twitter and Instagram.

Odds are your business has some type of social media presence – but just sharing your inventory on Facebook isn’t going to cut it if you’re looking to attract and convert new buyers via social. Your social media posts need to resonate with your audience to drive fans and followers to your brick-and-mortar location.

Choosing a good mix of content to post without pushing product can be difficult for any social media expert. That’s why when planning social posts, a good formula to follow is the 70-20-10 rule.

Content that Builds Your Brand – 70%

Creating content that builds your dealership’s brand on social media must remain informative and insightful without coming off as an advertisement.

Always ask yourself these two questions:

1. Does this post offer valuable information?

2. Does this post offer relevant content?

If you can answer yes to these questions, then post away! Your fans and followers will find your social media pages appealing and interesting.

Successful posts in this category are fun and engaging for your audience.  This is your chance to show off your dealership’s personality with posts that feature your dealership events and highlight your team’s unique skills and abilities. Maintenance tips and other educational and informative non-promotional content also slot into your largest segment of social content.

Content Shared from Other Sources – 20%

Almost as important as creating content, sharing content can position your dealership as an industry thought leader committed to distributing relevant news. These posts earn the trust of your fans and followers and shows them you are up-to-date within your industry.

Try and share fun content like videos and images. Entertaining posts are more likely to be shared by your existing followers and will result in additional social media exposure.

Remember, it’s important to share relevant information with your audience. Never risk diminishing your brand in an attempt to get more “likes” and “retweets”.

Content that’s Self-Promotional – 10%

Most prospects do not visit social media pages to be sold. So it’s important to only allot 10% of your social posts in an attempt to capture new business. Promote new products, special deals and other promotional offerings you are currently advertising without being too abrasive. Never try to “hard sell” a prospect on social media, instead simply show what your dealership has to offer and convert that fan or follower into a lead.

Follow the 70-20-10 rule to make your social media efforts worthwhile by creating and sharing relevant content that builds your brand and cements you as an industry leader.

Need help managing your social media accounts? Connect with ARI’s Digital Marketing Services Team.