For Every Social Media Strategist and Marketer, achieving success in social media marketing can be tedious and time-consuming. In order to get the best returns, your business needs to have, at the very least, three social media accounts. Going beyond that number is always a good thing. Along with being active in three social media networks, only posting once per week isn’t going to cut it. You have to be posting relevant and useful content every single day, or even more than once a day. Responding to a single notification will not be enough, as you will have to keep track of other notices. This would include brand mentions and offer exceptional customer service in any given situation.
Social Media Management will take time and effort. If you are someone who is compelled by the current society to keep a healthy and active online presence for your brand, it can truly be overwhelming to keep up with everything that was mentioned. Are there methods that can cut down the time while still meeting the essential requirements for efficient online activity, awareness, and responsiveness? Fortunately, there is a solution to this dilemma: Social Media Automation.
Whenever your social media management gets too overpowering for you to endure, tools can come to your aid. Nowadays, with the ever-rising demand for an efficient social media marketing strategy, some tools are already available. These tools cover specific social media management tasks, like monitoring, scheduling, apps connecting anything to everything, and so much more.
These apps and tools make any business owner’s social media duties a lot simpler. Moreover, a social media automation done right will make these tasks a lot more systemized, therefore making it more effective.
Social Media Automation Guidelines
However, the key to successful social media automation is doing it right. For that reason, here are some guidelines that will get the most out of your automation tools. This set of guides will ensure that will be the best strategist and decision-maker for your social media campaign.
1) Do Not Automate Direct & Personal Messages
If there’s one takeaway that you’re going to get from this post, it would be this one. Again, with social media management now becoming a demand for almost any business, automatic messages has now become extremely common. We strongly discourage this strategy, as it can potentially harm your brand in the long run. Most users view automated messages as spam, as it possesses all the spammy characteristics.
To add to that, almost all automated messages are constructed the same, mentioning things like “Thanks for the inquiry” or “check out our other products.” They also include the signature of the tool they are sent from, making them spammier.
Automated Messaging commonly leads to users ignoring the message, or worse, deleting the author entirely from the database. If you want to send a ‘thank you’ to someone for following you on Twitter, or for liking your Page on Facebook, send them a real-time tweet or personal message. If you’re serious about reaching out to this person, you can start a real conversation with them.
2) Do Not Automate Likes & Comments
Every guide for social media marketing will always tell you to start connecting with each of your customers. The repetitiveness of this statement will have us getting it by now, right? They’d say that you should always respond to every brand mention. Thank them for liking and sharing your content, and overall engage with them for the most part. In most instances, all of this will take too much time.
While automating for engagement can be tempting, do not do it. It will always have adverse effects on your social media campaign. There are only rare cases where your customers will not figure out that majority of your tweets aren’t automated. Automated engagement isn’t what people are looking for from any good company.
If you automate all of your replies, most of the time your customers are only going to ignore them. You won’t have the opportunity of getting the benefit of being engaged. What’s worse is if you’re also responding to any serious complaint using automation. That could have detrimental outcomes, trimming down your overall brand standing.
Any social media engagement will always require real-time human interaction. To make the process simple, you can find your target audience using a tool for social media monitoring. Your replies, however, should tailor each particular question.
Other Automation Problems
Another different but relatable problem is liking and sharing content from other people or businesses automatically. The influencers you intend to reach out might post some interesting and relevant articles. These instances are worth the likes and shares, and you might think about setting up a system for auto-liking and auto-re-tweeting to help boost overall activity. However, you still need to know that people still manage these profiles, and their opinions change from time to time.
There will be times where they will post something that you might find irrelevant or not relatable to your brand. You might even find it offensive or insulting to your brand. Obviously, you don’t want to like, share, or even re-tweet that content. For that reason, automating your likes and shares is fine, but it will still need constant monitoring. Also remember that your actions in the online world are public, and will be seen by everyone. These mistakes can deal significant harm to your brand.
3) Do Not Automate Rich Site Summary (RSS) Feeds
Generally, social media marketing involves your posts being 80% shares of useful and interesting content. The other 20% will be for promotional purposes. To effectively facilitate this, you need to browse the web for relevant content made by other companies, experts, and influencers. Owning a coffee shop, for instance, will have you looking for bloggers that create articles about the origin of coffee, and share them. Finding a relevant blog will make it seem advantageous to automate its RSS feed so you can effortlessly share all of their posts. But again, automation in this scenario is the wrong approach, and you can already guess why
Blogs in are mostly there to promote and advertise someone’s products, services, or industry, along with posting promotional content. Blogs are also where brands sell products from someone else, redirecting your traffic to them. So with that said, what should you instead be doing?
You can use Feedly, a social media marketing tool for all of your needs, including blog monitoring. All you need to do is upload your chosen blogs there, and instantly share articles after a thorough check. Additionally, Feedly enables you to preview every article you’re about to share.
4) Automate Social Media Posts On Optimal Schedules
Automating your social media posts can help boost organization, optimizing the overall performance of your social media marketing strategy. You can ensure that updates are posted at an ideal moment for your target audience to view. It will take some preparation and get used to. However, it will ensure that your social media updates will smoothly go through, with the slightest investment on your account.
How To Automate Posts
To effectively automate posts, here’s what you need to do:
Come up with an editorial calendar. Make a pattern on how you will be posting content. For example, you can plan to share helpful and relevant articles from Monday to Wednesday, post something promotional on Thursday, and something entertaining on Friday.
Find or compose this content. You can create a Buffer account to schedule posting for when majority of your target audience is actively responsive. The only exception is stopping your schedule in the event of a crisis, as well as not scheduling too far ahead to maximize the relevance of your posts.
5) Automate Your Social Media Analytics
Social media marketing involves things you can and can’t manually do, with social media analytics being one. As someone who is aspiring social media marketing success, you have to determine if your efforts are producing good results. You can utilize online tools for social media management. It will efficiently track mentions growth, make comparisons with the results of your competitors, and calculate the overall results from your social media marketing campaigns.
Proper Use Of Automation Is Key
At this point, you’re already aware about social media automation working to deliver success and profit to your brand. To sum it up, what we’ve talked about, there are two things that you need to remember: anything repetitive should be automated, while things involving human attention, interaction and engagement should not undergo automation. In fact, you should always make it a point not to automate those things. Overall, proper usage of marketing automation is what makes a great social media strategist. You ought to know what parts of your campaign you should automate and the parts that you should manage manually.