I recently had the opportunity to work with a dealer group that owns five rooftop locations. They have an internal marketing team responsible for Facebook, Instagram, TikTok, and other digital initiatives, and during one of our strategy sessions, they asked a simple question:
“What should the role of a Social Media Coordinator actually look like today?”
It’s a great question because the answer has changed dramatically over the last few years.
Not long ago, many dealerships viewed social media as an extension of advertising. The expectation was straightforward: post inventory, announce promotions, celebrate customer deliveries, and keep the Facebook page active.
Today, that job is much bigger.
A modern Social Media Coordinator isn’t simply responsible for posting content. They’re responsible for shaping how the community sees your dealership every single day.
That means they’re no longer just a marketer.
They’re a storyteller.
A community builder.
A brand manager.
An internal coach.
A customer advocate.
And in many dealerships, they’re becoming one of the most influential people on the team.
The Biggest Misconception About Dealership Social Media
One of the biggest misconceptions I still see is that social media is about creating content.
It isn’t.
It’s about creating relationships.
The content is simply the vehicle.
Customers don’t follow dealerships because they want to see another payment special every morning. They follow businesses that make them feel connected to the people behind the brand.
That’s why dealerships with the strongest social presence aren’t necessarily posting more than everyone else.
They’re creating better conversations.
They’re highlighting real employees.
They’re celebrating customers.
They’re showing what happens inside the dealership every day.
Most importantly, they’re becoming part of the local community instead of simply marketing to it.
Your Job Isn’t to Create Content. It’s to Find Stories.
One of the first things I tell every dealership marketing team is this:
Stop asking, “What should we post today?”
Instead, ask:
“What happened today that’s worth talking about?”
The difference is significant.
Great content already exists inside every dealership.
A first-time buyer picking up their vehicle.
A technician reaching a certification milestone.
A service advisor helping a customer understand a repair.
A salesperson delivering a vehicle to a growing family.
A manager celebrating an employee’s work anniversary.
A five-star review from a happy customer.
None of those moments need to be manufactured.
They’re already happening.
The role of a Social Media Coordinator is recognizing those stories before they disappear.
The best coordinators spend less time sitting behind a computer and more time walking the showroom, visiting the service lane, talking to employees, and paying attention to what makes the dealership unique.
The Best Content Doesn’t Come From the Marketing Department
One of the biggest shifts we’ve seen over the last few years is that customers want to see the people behind the dealership.
Not polished advertisements.
Not stock photography.
Not perfectly scripted videos.
People.
Your sales team.
Your service advisors.
Your technicians.
Your managers.
Your receptionists.
Every department has stories worth telling, and every employee has a personality that can strengthen your dealership’s brand.
A great Social Media Coordinator knows how to identify those personalities and help bring them to life online.
Sometimes that means filming a quick walkaround with a salesperson.
Sometimes it’s introducing a technician who has been with the dealership for twenty years.
Sometimes it’s helping a service advisor answer a common maintenance question on camera.
The goal isn’t to create influencers.
The goal is to make your dealership feel familiar before customers ever walk through the front door.
Community Management Is Just as Important as Content Creation
One of the most overlooked responsibilities of a Social Media Coordinator begins after a post goes live.
Responding to comments.
Answering direct messages.
Engaging with local businesses.
Supporting community organizations.
Thanking customers for reviews.
Congratulating local schools and sports teams.
Interacting with nearby businesses.
Social media was never designed to be a one-way advertising platform.
It’s a conversation.
The dealerships building the strongest brands aren’t simply broadcasting messages.
They’re participating in the communities they serve.
That kind of engagement doesn’t just build followers.
It builds reputation.
A Great Social Media Coordinator Coaches the Entire Team
Another responsibility that’s often overlooked is internal leadership.
Creating content shouldn’t fall on one person’s shoulders.
The best Social Media Coordinators help the entire dealership become comfortable participating.
They encourage salespeople to share their expertise.
They help service advisors answer customer questions.
They identify technicians who enjoy explaining repairs.
They coach managers on how to communicate naturally on video.
Over time, something remarkable happens.
Social media stops being “marketing’s job.”
It becomes part of the dealership’s culture.
That’s when content becomes authentic because it reflects the people who actually work there.
Organization Always Beats Inspiration
Some dealerships operate without a plan.
They post whenever someone remembers.
Or whenever inventory arrives.
Or whenever a manager asks why nothing has been posted that week.
The best dealerships don’t rely on inspiration.
They rely on structure.
A Social Media Coordinator should be working from a content calendar that balances inventory, customer stories, service, education, dealership culture, community involvement, seasonal campaigns, and relationship-building content.
Planning eliminates the daily question of, “What should we post?”
Instead, the team already knows what’s coming.
Consistency builds familiarity.
And familiarity builds trust.
Great Social Media Coordinators Measure More Than Likes
Success isn’t measured by viral videos alone.
A great Social Media Coordinator pays attention to the entire picture.
Which content generated conversations?
Which employee resonated with customers?
What questions kept appearing in the comments?
Which videos were shared?
Which posts drove direct messages?
The goal isn’t simply collecting data.
The goal is learning what your community cares about and creating more of it.
That’s how great content strategies evolve.
This Role Is About Leadership, Not Just Marketing
The conversation with this dealer group reminded me that the role of a Social Media Coordinator has grown far beyond posting on Facebook.
Today’s coordinators influence reputation.
They strengthen relationships.
They connect departments.
They encourage employee participation.
They support sales, service, recruiting, and community engagement.
Most importantly, they help customers see the people behind the dealership.
That’s a leadership role.
Not just a marketing role.
Final Thought
The dealerships creating the strongest brands today aren’t simply hiring someone to manage social media.
They’re investing in someone who understands people.
Someone who recognizes stories.
Someone who builds relationships.
Someone who creates consistency.
Someone who helps every department become visible.
Because social media isn’t just another marketing channel.
It’s one of the most public reflections of your dealership’s culture.
And when your culture is visible, your brand becomes stronger, your employees become more recognizable, and your customers become more connected.
That’s what a great Social Media Coordinator actually does.
Looking to strengthen your dealership’s organic social media strategy? Retail Resilient works with dealer groups across the country to train internal marketing teams, sales professionals, service departments, and leadership on modern social selling strategies that build trust and drive measurable results. Learn more about our in-house services here: https://retailresilient.com/in-house-services/
