What Auto Dealerships Taught Us About Building Trust Through Social Media

In today’s digital landscape, building genuine connections with audiences is critical for brands of all sizes—whether you’re a local business or a national corporation. One of our recent partnerships with Lee Auto Malls illuminated valuable insights about cultivating trust through social media that extend far beyond the auto industry.

The Challenge
When we began working with Lee Auto Malls, one of the primary objectives was to increase their social media engagement. But it wasn’t just about numbers—we wanted to ensure the engagement was local, relevant, and meaningful. The challenge was to shift the perception of an auto dealership from just another business into a relatable, trustworthy brand.

The Approach
To tackle this, we focused on humanizing the brand. Instead of relying solely on traditional product posts, we introduced the audience to the people behind the sales—the salespeople at various dealerships. We fostered authenticity by sharing stories of their experiences, especially moments where they felt proud or accomplished during a sale. This personal touch helped create relationships between the audience and the brand, highlighting the expertise and dedication of the team.

To further resonate with the audience, we leaned into the products themselves—cars. We featured salespeople in the vehicles, sharing their knowledge and insights. This not only showcased their expertise but also subtly reinforced the credibility of the brand. The goal was simple: build trust through genuine, relatable content.

The Results
The shift in strategy paid off. We saw a noticeable increase in engagement—not just in likes or comments, but meaningful interactions that indicated a deeper connection with the brand. Engagement and reach increased by 500%, with some posts achieving a remarkable 1000% increase compared to previous performance. The local audience was not only more aware of the dealership but also more inclined to trust and engage with its content.

Broader Takeaways for Corporate Brands
What we learned from Lee Auto Malls applies universally, especially to small businesses and manufacturers. The key takeaway is that audiences crave authenticity. Social media users aren’t looking for another advertisement in their feed; they want to connect, learn, and be entertained.

For industries where trust can be a significant hurdle—whether it’s buying a car, designing a custom piece of furniture, or manufacturing building materials—the importance of authentic engagement cannot be overstated. Creating a relatable voice, sharing genuine stories, and showcasing the people behind the brand are powerful ways to foster trust.

Final Thoughts
At Charter Oak Media, we believe that no matter the industry or size of the company, building authentic connections is the cornerstone of a successful social media strategy. By focusing on trust, transparency, and genuine storytelling, brands can cultivate loyal audiences and stand out in today’s crowded digital space.

Stay tuned for a more in-depth case study that dives into what we were able to achieve with Lee Auto Malls in just three months.