Last week I gave you a short intro to my thoughts on social media automation with a few instances where automation is okay. As promised I’m going to complete that thought by telling you what NOT to do when it comes to automation.
I know I shared that since I kissed automation goodbye I have actually enjoyed an increased engagement, and even more social influence than when I was tweeting at lightening speeds.
I also admitted that automation of some sort is necessary and gave you a few instances where it is okay to automate. They key to building your social media presence is to effectively integrate automation and real-time engagement on your platforms.
But its what you shouldn’t do that will make all the difference in your automation efforts. There’s a few big no-no’s so let’s get down to those.
SKIP THE FOLLOW UP
If you’re going to automate, then you must carve out time to follow up. This is the biggest mistake you can make when it comes to automation. Without being social, there is no social media. So if you are not interacting, you aren’t building. The number of followers or fans that you have really have no bearing on how much true influence or connection you have with them.
You want to create quantity, but also quality when you’re building your presence.
TWEET WITHOUT ENGAGING
What have tweeted me lately? Automated tweeting is one thing, but automated tweeting with no purpose is the kind that I would stay away from.
What’s tweeting with a purpose? What are you trying to accomplish with that tweet? Are you formulating a tweet that will receive more click-throughs to a specific blog post or Facebook app? If so, you want to rev up your copywriting skills and create several different headlines for that link.
Using questions is usually a great way to start a conversation and get people to click through your links to find out the answers. Automating these kinds of tweets are a great idea because you can schedule the times you tweet and track your tweets to see what’s converting and what’s not.
Also don’t forget to ask people about themselves. Strive to be interested, not interesting. This will help you build real, lasting connections and will be of much greater value than having a load of followers who just RT your automated motivational quotes… (I had to say it. Quotes are fun to mix in there, but won’t grow your business. And you are running a business aren’t you? Tweet like it.)
LINK YOUR ACCOUNTS
This would be my greatest pet peeve of social media. If I am on your Facebook page, I don’t care what you are saying on Twitter and vice versa. The platforms are so vastly different that not only is your audience different, their expectations are different. There are certain ways that these people on these specific platforms are used to be communicated to.
Not only is “spamming” your Facebook fans with your tweets not effective, it comes across a little lazy. You can definitely say the same things or get the same point across, but you have to change your delivery.
OVER DO IT
As with anything in life, doing it in excess is never a good thing. Learn how to integrate automation into you social media strategy, but beware putting it on auto-pilot. It may be easier and less time consuming, but it takes away the very thing that makes social media so powerful-engagement and connections.