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Dealers seek comfort spot with social media

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Social media is not a one-size-fits-all proposition, and independent tire dealers admit they're not expecting it to result in mega sales.

Troy Cox, co-owner of Cecil and Sons Discount Tires in Sands Springs, Okla., thinks of the company’s Facebook profile more as a giant billboard where the business can show its community involvement. He’s less confident in the number of customers who might respond to a social media post. “When you’re a small business, throwing your very limited marketing dollars at an unknown is a concern.”

Kate Speelman, marketing coordinator for Rice Tire’s 10 locations in Maryland and Virginia, feels Facebook is the right place to reach customers. She says the company will experiment with its first paid advertisements on Facebook in 2015.

For more on how independent tire dealers are using social media to reach their customers, see “Social media: Tire dealers doubt’s it’s a cure-all” on page 44 in the digital edition of the February issue of Modern Tire Dealer.

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