Banning Social Media Is Bad For Your Dealership
Why Ban Potential Selling Tools?
The point of restricting access to any website is to ensure your employees are spending their time wisely and getting work done. Why waste the effort of watching each employee’s every move if they aren’t having issues of productivity, especially when the most often restricted sites can be valuable tools?
“Today’s Facebook and Twitter and Youtube, these things are just modern-day smoke breaks. No one cared about letting people take a smoke break for 15 minutes 10 years ago, so why does everyone care about someone going to Facebook here and there, or Twitter here and there, or Youtube here and there? Those aren’t the real problems in the office.” -Jason Fried: Why work doesn’t happen at work
DealerRefresh has a very interesting blog article and following discussion around “Does Your Dealer Block Social Media” and why for most people in the automotive industry blocking social media is not the answer to productivity issues. If employees are going to get work done, they will. If not, they won’t. Moreover, blocking social media sites could be blocking potential avenues for additional sales and connections with consumers.
There is, however, a need for a social media policy, whether those sites are banned or not, because the legal issues coming up in court for employees and employers are in part due to lack of understanding of what is allowed and why. The need for such a policy has come up on several automotive community sites in recent months, including KainAutomotive, and the type of trouble a dealership can get into if social media is not used responsibly. But to ban social media sites altogether is not the answer.
Employees that are not allowed to check their regular social sites will simply turn to their phones, or look for a way around the ban, which often takes more time away from their work than if they were simply allowed their occasional 15 minute social media smoke break.
One way to better utilize employee time on Facebook for business purposes is to include in your social media policy that they make a point of posting to your dealership fan page and keep those conversations going. Paul Potratz mentioned some important social media policy tips at the Automotive Digital Marketing community, and also how interacting with customers on social media enables your employees to better connect with consumers on a personal level.
Dealerships should have a social media policy to address important concerns and legal issues, but don’t go so far as to entirely ban all of those sites. You could be actually lowering productivity, and will most certainly be cutting yourselves off from important leads and ups that you won’t find anywhere else.