Live from ASOTU CON 2026, Russell Richardson brings together Sheridan Schreiber, Anthony Reich, and Austin Conroy for a candid discussion about the role of social media in modern automotive retail. Rather than focusing on theory, the panel shares firsthand experiences from actively creating content every day, building personal brands, generating leads, hiring employees, and creating new business opportunities through simple, authentic video content.

The conversation explores why so many automotive professionals hesitate to get started, the misconceptions around equipment and production quality, and the growing importance of human connection in a digital-first marketplace. From dealership recruiting and technician hiring to customer acquisition and vendor sales, the panel demonstrates how consistent content creation is helping dealers and vendors build trust, expand reach, and create opportunities that traditional marketing channels often miss.

Timestamped Takeaways

0:00 Intro

0:12 Why Social Media Still Feels Uncomfortable for Dealers

1:15 Meet the Panel

3:05 The Fear of Being on Camera

4:33 How Consistency Creates Better Content

5:54 Overcoming the Fear of Judgment

6:42 The Biggest Excuse: “I'm Too Busy”

7:54 Real Results From Automotive Social Media

9:16 Unexpected Opportunities and Career Growth

10:53 Selling Cars Through Personal Branding

12:17 How to Find Time to Create Content

13:19 Why Views and Followers Aren't the Goal

15:54 Why Video Outperforms Photos and Text

17:50 The Year of the Human

18:18 Social Media as the Ultimate Follow-Up Tool

20:43 Building Trust Through Daily Content

22:43 Which Social Platforms Matter Most?

25:39 Finding Endless Content Ideas

27:06 What Dealers Should Avoid Posting

30:41 The Biggest Missed Opportunity in Automotive Marketing

33:26 How Vendors Win With Personal Branding

34:46 From Websites to Social Media

35:37 Different Styles of Content That Work

37:17 Social Media and Hiring the Right People

40:09 How Customers Research Vehicles Today

41:41 Final Advice for Getting Started

44:32 The Challenge: Post Your First Video Today

Connect with Russell Richardson (@RussFlipsWhips) https://www.tiktok.com/@russflipswhips

Connect with Sheridan Schreiber (@SocialSheridan) https://www.tiktok.com/@sheridancschreiber

Connect with Anthony Reich (@TexasCarGuy) https://www.tiktok.com/@texas_carguy

Connect with Austin Conroy (@DealerPlayGuy) https://www.tiktok.com/@dealerplateguy