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Facebook remains the clear social channel of choice in the UK

A recent report by eMarketer suggests that Facebook reigns unchallenged as the leading social network of choice in the UK, accounting for more than 9 out of 10 social network users.

In 2012 it was estimated that 28.3 million of us logged on regularly to use Facebook – the same number as Italy and Spain combined. Social media penetration across the entire population appears to be plateauing around the 50% mark. This figure covers all social networks such as Twitter, Pinterest, etc. which in comparison makes a small mark in our choice of social channel.

Chris Caines, Marketing Executive at Pinewood said, “it’s clear that a large portion of the population who are connected are using Facebook. Dealerships exploring these social network opportunities are likely to benefit from adding this digital touch point into their multichannel approach to a smarter way of marketing”.


He continued, “in a highly proliferated customer journey, Facebook should be regarded as normal practice – a move on from the “social hype” we’ve experienced for a while now. It is not the new big thing – you should be as comfortable at using as you are with other communication activities”.

Pinewood provided users of their Dealer Management System, Pinnacle, a free Facebook Used Stock app over two years ago to help dealers, and later introduced Social CRM – a socially connected customer databases allowing them to engage with customers directly through their CRM record.

These latest figures and estimations from eMarketer put the UK in an elite category of “advanced digital countries” made up of North America, Canada, the UK and Japan, “although some may argue that we have some way to go” Caines remarked.

He continued with a word of caution, “Facebook may have the highest amount of registered users, but do not omit users of other channels that may be more active, frequent, and interactive. Our iPad app, for example, will allow you to see a customer’s Twitter feed as they’re walking into the dealership… you might just find out that they’re not looking forward to their Workshop visit.”

“Think of social as a part of the normal real-world now, and use this data to your advantage. A DMS, like ours, can help simplify the management of this task”

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