In Class 9 and on Twitter, we discussed how automating messages on social media can harm your brand. Having thoroughly gone over the bad parts, let’s take some time to consider the good.
On Hootsuite’s blog, the article “The DOs and DON’Ts of Social Media Automation” gives a well-rounded picture of the issue. They’ve raised interesting points on how to effectively use social media automation, and I’ll discuss some of them.
1. Do schedule your posts before you go on vacation
Whether it be because we’re 2,100 metres in the air or lost at sea sunbathing, we can hardly expect to be able to dedicate an enormous amount of time and attention to our social media accounts. But while we’re away from our computers and smartphones, the rest of the world is still online. Automation ensures that people still think you’re present, even if you’re not.
2. Do use social media automation tools to find out the best time to post
You can have excellent content from a great source but if you share it at an inopportune time, no one will pay attention. Figure out when your audience is most active online, and aim to post at those times. That way you’ll be certain that your messages are being seen live, rather than hours later.
3. Do add a personal touch to your scheduled messages
One of the biggest downfalls of scheduled messages is them coming off as inauthentic. Social media is meant to give brands a honest, real-time way to engage and connect with their audience in a two-way conversation. So what’s the solution to inauthenticity? Make even your scheduled posts personal.
There is nothing inherently wrong with automation. It depends entirely on how you use it. With the DOs above, you can deliver personalized engagement that will improve a brand’s reputation.