Aristotle once stated that, "Nature abhors a vacuum" and I would add to that, "so does business"! When there is a lack of real understanding in any form of business there will always be those willing to fill the void for a profit, even if it means filling it with bullshit. Snake oil salesmen used to profit on the ignorance of people who knew no better and today they seek out auto dealer owners and GM's with no idea of social media and will buy into their pitch of instant digital success as they seek that magic bullet. For one thing its easier to hire an outside guy to do the work that they don't want to take the time needed to understand, and as a follow up if it doesn't work as well as promised its easy to end the agreement and find another keeping the actual responsibility OFF of their own shoulders; "that company we hired to manage our social failed not me". That is not to say there are many folks out there who know what they are doing and have great reputations of integrity and actually want to help dealers get better, but in most cases it doesn't matter because they usually tell it like it is and GM's want to hear magic! Tell a GM' that it would be great to have employee participation in a social media effort and all he hears is that his staff will be online all day watching trailers for the next Avengers movie. Tell a GM that cleaning u all of his business profiles and having good content posted will help organic visibility and he wants an absolute guarantee that his dealer will show up #1 in Google search, because the last guy that was here said HE could!
As I stated earlier, I sometimes lose sight of the world as it is because I have been lucky enough to interact with and learn from some of the real leaders in the auto industry. As I have walked into many dealers here in So Cal over the last two weeks and been brought back to reality I realize that the folks I follow represent the upper 3 to maybe 5 percent of this industry. The rest of the car business is working on tomorrows newspaper ad, having their staff balloon the lot trying to dream up a new spiff to motivate some sales and that is tragic. As the economy gains in strength and sales increase without real effort from the dealers it gets even worse and even easier hold on the the good old days. I dont think there is a dealership leader out there that wont say they WANT to build a better store, but very few are willing to open up to today's ways of doing business, in other words: "you can lead a dinosaur to water...."
Thats my $0.02 for today anyways :)