This is a well produced video by the Toyota Knowledge Center that highlights how consumers use social media in their shopping and purchasing process. Doing social media right is a great way for dealerships to get an edge over their competition. It's also a great way to engage with your customers in real time. 

I hear dealers say, "We're doing fine without it". That's a losing argument if I ever heard one. If  you are a certain age, you know you once did fine without computers and cell phones, too. Sooner or later you'll get involved. 

A competitive company is always on the offense. Always.