You must have an Automotive Newssubscription to view the digital edition Fort Bend Kia has made Facebook an essential tool for advertising service promotions — so much so that the suburban Houston dealership has slashed its spending on traditional advertising. Dealer Principal Virgil Skinner, 63, initially used his personal page on the social network as a public profile for the Rosenberg, Texas, store.

He added customers as Facebook friends and posted often about the dealership and special offers. Yet when Skinner created a dedicated Facebook page for Fort Bend Kia, he had little luck getting his message out.

So in 2014, he adopted Social Roots 1:1, a program developed by Chicago marketing technology company Affinitiv. Since then, he has turned his Facebook guesswork into tangible service revenue.

The dealership has garnered more than 4,000 “likes” and “follows” on its Facebook page. Skinner notes that Facebook lets him target particular customers.

By contrast, he says, TV ads were “almost impossible to track the results of” and “intrusive” direct mail yielded “hits and misses.” “The beauty of Facebook ads is it’s not like a junk email that I’ve got to delete,” Skinner told Fixed Ops Journal. Read more from…

thumbnail courtesy of