While social media may no longer be just another marketing channel for dealerships, Adrian Gonzalez, General Manager of Payne Edinburg CDJR in South Texas, says it’s become a direct connection to consumers who increasingly turn to social platforms for information about where to buy their next vehicle and where they may want to work. Joining us on today’s CBT Live segment, Gonzalez, fresh off generating 10 million views this year, explains how authentic, unscripted content builds trust, drives sales, and helps dealerships recruit talent as consumer habits keep shifting.
According to Gonzalez, dealers need to recognize that social media has evolved into a direct-to-consumer business channel. Consumers increasingly use these platforms to learn about vehicles, dealerships, and even potential employers. He even compared today’s resistance to social media with the skepticism surrounding dealership internet departments, and he warned that dealers who sit on the sidelines risk falling behind as buyers change how they gather information and decide where to do business.
A core theme of his strategy is authenticity. During the conversation, Gonzalez says that rather than relying on trending audio, scripted promotions, or conventional dealership content, he uses behind-the-scenes videos that capture real deals, customers, and situations, noting that consumers respond to information and experiences that feel genuine. “People buy from people they trust,” Gonzalez said, adding that the approach turns him personally into the connection between the customer and the dealership.
For dealers looking to build a social media presence, Gonzalez said the biggest mistake is trying to make every post look like traditional dealership advertising. He keeps his content personal, educational, and occasionally raw because that’s what resonates with viewers, and he sees social media as a way to build a long-term audience rather than chase a single lead . Dealers don’t need a massive production operation to get started, he said. He believes they need someone willing to step in front of the camera and consistently show customers what the dealership is really like.
