Social media should be a big part of your retail advertising strategy. When used in conjunction with your local retailers, it’s free and effective, that’s as good as it gets.
Providing tools in your marcom portal for dealers to post your content on their Facebook page is a must.
Once you have your Facebook execution under control, then take a look at Google +. While Facebook’s growth rate is slowing, according to this chart from a Bloomberg study, Google + usage is going down.
Google + had a great advantage when it launched simply because it was Google and already had great market penetration for its services. Instant success but since then the Circles idea hasn’t caught on like they hoped and user time on Google + has been steadily declining.
Never count Google out because they will adapt. However, get Facebook right first and then think about Google +