Web2.0 Motor Industry

I don't think I have to tell anybody, especially those in the car business that it's becoming increasingly more difficult to sell cars. Society, as a whole, has shifted the way they buy cars. The internet has been a tidal wave that has been surging for years and most dealerships know the importance of having a dealer website.
It seams, at times, that the car business is working 3 years behind most other retail markets and the biggest reason for this is because we know that eventually everybody has to buy a car, thus giving us a captive audience, at least that's how it seams. Since the onset of the online car buying trend dealers have been playing catch up, trying to find a way to stay ahead of the competition by capturing more than their fair share of the market.
Over the years the thinkers in this industry have come up with a multitude of ways to market the consumer in such a way that they receive a phone call, an internet lead or a visit to the dealership for their efforts. This reminds me of a trapper setting up a snare and setting out bait to entice would be dinner into the trap.
I pose this question, what if we stop setting up snares and start going to where the customers are, do you think we would have a better chance of selling more cars? You bet! Let me ask you one more question, what do most people do online besides checking their email? If you said social media such as Myspace and watching videos you would be correct! Since that is true should you be using social media and videos so that you can be where the customers are? Once gain, you bet!
Web 2.0 as Wikipedia defines it is, "a perceived second generation of web development and design, that aims to facilitate communication, secure information sharing, interoperability, and collaboration on the World Wide Web."
At the center of Web 2.0 are social media sites such as Myspace, Facebook, Twitter and dozens of others. If you're a little confused at what exactly social media sites are they are the digital representation of real life social interactions. The biggest allure of social media sites is that they are increasingly becoming the destination of choice on the internet which makes for, the smart marketer at least, a potentially bigger network of prospects than most any other location on or off the internet. Besides your dealer website what are you doing to interact with your customers online?
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Yes again the variety and interchangeability of information web2.0 brings can quickly turn traditional roadside mechanics and dealers into adorable consultants. Just by taking questions in social forumns and hence growing your network infinetly.