Carmakers love the clicks and chatter that a Facebook presence generates - but how many of those clickers are just tire kickers?

摘要

Automakers love marketing on Facebook. They share videos, photos and chatter with millions of fans of their brands. But converting Facebook fans into paying customers? Well, that's a work in progress. Social media experts say companies need to see Facebook less as a retailing tool than as brand advertising - creating word-of-mouth advocacy and affinity for brands. That hasn't stopped some automakers from using sales tactics on the online community.