Social media automation has got to be one of the ficklest concepts, marketers are forced to use. Forced because there is no doubt that it is a necessary evil.
Pretty sure you love the results it can bring! The lead generation, the chance for interactions that would have been impossible just ten years ago. The access to fresh content aggregated and curated in a simple to exploit way. Totally agree, all of that is gravy.
The reason social media marketing drives anyone crazy is that it is overwhelming. Brands much bigger than any, have struggled to maintain relevance on an ever-adapting platform, and to engage with audiences that ebb and flow with memes, current trends, pop culture, and even personal growth and change. How do you stay on top of that?
Many don’t; they throw money at the problem, and through sheer force of their extreme budgets they manage to come out above the little guys who are trying harder. That is why social media marketing a necessary evil.
There are 2.3 billion active users on social media networks across the web. Out of Fortune 500 companies, 83% are active on Twitter, making it the most prolific business based social network.
Blogging, social media and case studies are the three biggest content strategies, with 65% going to blogging.
Email automation marketing is a bigger fish, with 95% using some kind of system to handle their email marketing campaigns.
A full 46% of B2B companies admit they have no idea if their social media strategy has led to anything.
What does this have to do with social media automation? More than you think. Social media is a difficult animal to pin down. It doesn’t have any clear rules, it is constantly changing, and unlike email and content marketing, it doesn’t seem to offer solid enough stats for almost half of the businesses using it to see measurable results in conversions.
The one area we can all agree is that social media is king is engagement. Which makes social media automation a secondary tool, and one that must be used carefully.
What Is Social Media Automation?
Getting down to the absolute basics, what is social media automation? It is exactly what it sounds like: automating processes that are a part of social marketing, using specialized tools. These have been created to make social media marketing easier, faster, and more efficient.
By automating social media use, you can make sure you account stays active without constantly monitoring, and manually posting. It is also an easy way to get the word out on new products and content the moment they launch, as any social media automation tool worth its salt offers scheduled or auto posting for blogs and websites.
Why does it help Marketers?
Automating any marketing task is going to free that marketer up to do other things that require more careful handling. Plus, it gives us more free time. Everyone wants more of that, especially when that time was taken up posting unending links every hour to people who probably won’t click them.
Not to sound cynical.
How To Use Social Media Automation Correctly.
With all of that out of the way, let’s look at social media automation and how awesome these tools can really be. Because when you use them the right way, they will vastly improve your overall social media strategy, and actually make it easier to see the positive impact that strategy is having.
For example, when you are manually posting links there is no real organization, no method to the madness. With social media automation, you are creating a patterned social structure that is easier to monitor and understand in the long run. That means the data you gather from analytics tools (which I assume you are also using) will be easier to sync up, understand, and utilize. You can actually narrow down your posting habits, and make them better.
The best way to use social media automation tools is to automate those processes that require no engagement. That is mostly posting links, reminders, and funny / clever / snarky / inspirational/etc. statuses that are meant to be shared out to bring more visibility to yourself and your brand on each platform.
Think of these are solid walls of content spaced out through the day. They are stationary set points that are automated sometimes days, or even weeks, in advance. They get attention, but not interaction.
To make these effective, you need to fill in the gaps between them. This is where social media automation isn’t used. Instead, you are going to be interacting on a personal, one on one level that gives your account more direct engagement than automated posts. When you put these two things together, it equals up to an active, well maintained social media profile that users are going to actually want to monitor.
Hope you found this information interesting. Thank you for tuning in!