Now even auto dealers are finding ways to leverage the social medium of blogging to make their businesses better.  On NPR’s “The Bottom Line” segment, Herb Chambers – who owns the largest string of car dealerships in New England – discussed how he is using a blog called herbcares.com to help give his customers a voice – and his bottom line a jolt.

Here’s how it works.  Customers buy a car or have some work done at one of the many Herb Chambers dealers, after which they are encouraged to share their experience on Herb’s blog.  They visit the web site, key in a little information about themselves and their activity with the dealer, and they’re off and running.  They can type anything – positive or negative – and when they click submit it shows up unfiltered on the site.  Herb requires that his dealers answer all negative postings directly and quickly, offering solutions to customer issues and returning Herb’s reputation to good standing.  The customer walks away feeling empowered, probably willing to deal with Herb in the future.  Herb gets a living case study for his dealers’ customer service prowess, and leaves a string of satisfied customers in his wake.  A win/win.

Looking at what Herb Chambers is doing, I can’t help but think – if a car dealer can leverage social media to strengthen its relationships with customers and help its business in the process, we all can do it.  So what’s it going to take to put you into a new blog?  Why don’t you think it over, while I go ask my manger if I can give you a deal.
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