Dealers are sitting on a media machine. Most just haven’t treated it that way yet. Your store already has an audience. Inventory. Local trust. So when Paul J. Daly talks about how dealers like Andy Guelcher have leveraged content, he’s really talking about a shift in posture. Stop treating social like a place to drop ads after the “real” marketing is done. Start treating it like the front door to your dealership’s point of view.