Social media marketing has become one of the most powerful marketing tools available today. The ability to target your audience is unparalleled, yet dealers continue to misuse this channel. In this learning lab, I will address dealers’ biggest social media mistakes and provide a road map for success. Social media marketing has two benefits for the dealership, relationship – reputation building and, of course, sales. Unfortunately, most dealers ignore the first benefit and then spam their audience with vehicle ads which eventually will backfire as they are blocked or unsubscribed. This learning lab will provide best practices on building and maintaining a social media audience that engages and ultimately purchases from your dealership.