"Social media is a platform of engagement. Based on a recent study by Social Habit, 42% of consumers who complain in social media expect a response in 60 minutes. Does this mean you need to stay alert 24/7 to respond to a 2 a.m. comment? Not exactly. What it does mean is you should make Facebook monitoring and management a priority in your dealership.

If you've been following social media at all, you may have caught on to the Briggs & Stratton Corp. Mower Mouth social media contest, which likely had you spitting out your mid-morning coffee onto your work computer.