Pub. 2 2019-2020 |Issue 1

18 How important is it that dealers have a social media policy? It’s very important. I am all about marketing, and I definitely understand the importance of social media. Millennials have changed everything. They are connected with each other and the world like nothing else, so of course, if one is a salesperson, the idea to post about a sale at their dealership is not only real but probably profitable. Why is this a bad idea? It’s not only a bad idea; it’s breaking the law. Utah code requires that the dealer name and or dealer number is included on any social media post of a car with a price. A photo of a person and or a car with an invitation along the lines of “come see me” is pushing the limits, although not a violation by itself. We have two officers that function as support analysts that do nothing all day but review advertising, which includes social media, as it relates to car sales. What do you wish dealers knew about their employees using social media? Well first, their salespeople are licensed under the authority of the dealership that employs them, so it’s the dealership that is breaking the law, and it’s the dealership that will be fined for the violation. I think every dealership should train their salespeople on the appropriate use of social media. It’s a powerful tool when used wisely. What happens when you find a violation? We want to work with the dealers. We didn’t write the laws; our job is to enforce the code as it is written. We offer warnings, and we educate. All of the dealers we have approached have been great in working with us; we’ve not had to fine yet for a social media violation. What we find most interesting is that when we find a violation, however, and contact the dealer, they typically have no idea of what was posted. It’s really a lack of training. 3 Q&A on Social Media in Dealerships with Allan Shinney