Auto Service World
News   July 23, 2010   by CARS Magazine

Social Media Especially Online Forums Plays Vital Role in Automotive Aftermarket Success

Automotive digital marketing expert Tyler Tanaka, account director for PostRelease (www.PostRelease.com), is b...


Automotive digital marketing expert Tyler Tanaka, account director for PostRelease (www.PostRelease.com), is bringing his advocacy for online forums to automotive aftermarket companies at the Specialty Equipment Marketing Association (SEMA) Business Technology Symposium, held today at the Pasadena Convention Center.

“Online forums are the original social media. Forums contain what is arguably the most concentrated audience of influential brand advocates and word-of-mouth powerhouses you can find. Companies are missing a huge opportunity to increase sales and build loyalty if they’re not actively engaged in online forums.”

Tanaka will moderate a breakout session entitled Reaching Your Customers on Forums and Blogs – the first SEMA session ever to zero in on online forums – and the closing general session, Social Media for Your Business.

“I’m particularly excited about the session focusing on forums as one of the best ways to reach targeted audiences online,” said Tanaka. “Online forums are the original social media. Forums contain what is arguably the most concentrated audience of influential brand advocates and word-of-mouth powerhouses you can find. Companies are missing a huge opportunity to increase sales and build loyalty if they’re not actively engaged in online forums.”

Tanaka is Chair-Elect of SEMA’s Street Performance Council, through which he helps educate others with programs like the council’s Business Technology Conference. Tanaka has been an active participant in the automotive aftermarket for more than 20 years, as an enthusiast and a marketing specialist. He has pioneered the use of social media in helping brands form direct connections with their customers online.

In Reaching Your Customers on Forums and Blogs, Tanaka will lead a discussion among Mike Martinez from izmocars, Stewart Lawson from VerticalScope and Adrian Harris from Internet Brands, about how businesses can take advantage of forums and blogs to connect with their audiences.

In Social Media for Your Business, Tanaka will lead a discussion among Bryan Elliott of SoCal Action Sports Network, Mark Davidson of Shift+One Media and Mike Martinez of izmocars, on the do’s and don’ts of using Facebook, Twitter and YouTube to multiply company sales. Perhaps more important, they’ll cover how to avoid social media disasters that can jeopardize a company’s reputation.

PostRelease enables companies to insert clearly labeled sponsored posts as relevant content into targeted online forum discussions. PostRelease began testing its platform in 2008 by addressing a single category – automotive forums. The company has executed more than 200 campaigns for companies such as eBay Motors, Pioneer Electronics, Toyota/Scion, Nitto Tire North America, American Tire Distributors and more.


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