Speaking at the recent Motor Trader Social Media Conference, Christopher Walkinshaw, Marshall’s business development director said: “Just like in business, not everything will work first time. Be prepared to try things and alter course if and when required,” he said.
As a business that now represents 26 car brands Walkinshaw acknowledged the challenges of adhering to different carmaker corporate identities but said the problems were not insurmountable with landing pages for each manufacturer and dealership.
Walkinshaw said the group had embraced social media with its CEO Daksh Gupta being a prolific Tweeter and rolling out FaceBook to all 62 dealerships. It also has a Blog on its home page and customer testimonial postings and recently launched on Flickr.
Walkinshaw said its use of social media had successfully increased awareness of the business and its offerings and a useful byproduct had been the attraction of better informed candidates to its business.
“We use social media to receive and transmit. It’s all about both. At first there was a greater tendency to transmit but we recognised the importance of having a balance,” he said.