The need to monitor automotive dealers’ brand image online is increasingly imperative, as 75% of new vehicle buyers in 2008 used the Internet during their buying process. According to J.D. Power and Associates Automotive Internet Roundtable report, investment in high-quality digital and social media content is essential to change customer perceptions of a brand, as well to raise brand awareness and consideration levels. Social media is the latest and the fast growing marketing and communication tool online.Social media marketing improves automotive dealers’ online reputation through building close rapport with the existing as well as potential customers. The points below discuss why social media management is important for an automobile dealer’s online marketing strategy.Happening marketing toolIt is evident that social networking online has brought a drastic change in how we communicate online. Many of us have at least one user account in websites such as Twitter or Facebook. For this reason, many of the perceptive marketing companies are using social media to reach the customers in a ‘friendly’ tone and set an impression. As car buyers are more online savvy, automotive dealers have a great opportunity to spread out the word more easily.Builds reputationAuto dealers can improve their brand’s reputation by establishing their presence on social networking sites particularly by targeting the vehicle buyers. Creating profiles and fan pages often increases opportunities to interact with prospective buyers among the social media users. Car dealers can share promotional information such as photos, offers and service details with the existing consumers. Social media helps to spread this information among the people connected to those customers and increases the visibility and response.Two-way communicationSocial media is the communication platform that has interaction and information sharing as the fundamental theme. It lets consumers directly give their reviews and dealers in turn can communicate with the customers by responding on social networking sites. Feedback received helps in improving the service and performance. It is a win-win situation for both the consumers and car dealers. Dealers benefit from the existing customers spreading positive information with other prospective buyers voluntarily while consumers gain valuable information that may not be available otherwise.Pinpoint Target marketBusinesses can accurately target their potential customers with the help of their profiles on the social networking sites.This makes easier to sieve through the large masses and save the marketing and advertising expenses that they usually spend on the much wider segments in traditional advertising.Provides competitive edgeCar dealers can have a competitive advantage by maintaining a loyal customer base with the help of social networking media. There is a good marketing opportunity to car dealers with social media, which allows them to promote their services, cars and other related content on social networking platforms. It makes the dealer more accessible to its customers, which differentiates the dealer from the competitors.Social media marketing strategies are becoming popular among many businesses and auto dealers are no exception. It has become an essential marketing tool to amplify your online presence and to improve business.