One significant social media best practice for tire dealers is to remember an online audience is not necessarily the same as a customer base. A lot of potential customers may engage online, but they may not match what a manager sees in his or her store. For instance, while a tire dealer may have a lot of men in the shop, their social media demographic may be more women. According to Pew Research's 2016 social media report, women use Facebook, Twitter, Instagram and Pinterest more than men.
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