BMW ADVERTISING GUIDELINES MEDIUM-SPECIFIC REQUIREMENTS SOCIAL MEDIA DO’S ANDDON’TS CREATE AND MANAGE CONTENT FOR DEALERPAGES Your local Facebook, Instagram and Twitter handle provide you with the chance to promoteyour dealership to localfans. DO: DON’T: •PromoteBMW. •Explicitly identify yourself as an employee or affiliate of BMW on public pages (such asin •Think ―engagement and interest first, rather than ―offers, offers,offers. comments onFacebook) •Engaging positively on their dealer page to create a sense of community withcustomers. •Post anything that is damaging to the reputation of the brand on socialmedia •Promote local events: Local charity ties, sponsorships, civic ties, employee accolades,etc. •Post anything unless you have noted publicly on your profile that your views and contentare your own and notthat of BMW •Promote local offers: Sales, arrival of models onto your lot,incentives. •CommentonBMWcontentifitcanbe inferredfromyourprofilethatyouworkfororare •Give users seasonal tips: ―Winterize now! ―Maintenance suggestions for summerroad affiliated withBMW trips,etc. •Post commentary, content or images that are defamatory, pornographic, proprietary, •Take photos of new owners and post them to your channels, providing you have their harassing, libelous, or that can create a hostile workenvironment permission. •Promote or advertise local/dealer news and happenings on the national BMW USA channels •Encourageownersto postphotos oftheirnewcarontheirpage andtagtheBMWdealership. page on yourown. •Encourage customers to follow your channels and tag themselves in the photos on •Interact with other users on BMW USA content as an employee or affiliate of BMW, or at all if Facebook. it can be inferred from your profile that you are an employee or affiliate ofBMW •Ask open-ended questions to stimulate comments/conversation. •Reveal national event/promotional information before it has been announced by BMWUSA; please refer to MarketingCentral. •Let BMW USA know about major local happenings for consideration on a national level or for targeted regionalmessaging. You can reach BMW USA8s social team [email protected] JULY 2017 PAGE14