Keeping up with social media is hard work. There are a lot of aspects involved. On top of implementing a social media marketing strategy and choosing content, you have to decide how to post. Automation is an appealing way to post content on social media. It is hands free and easy. Hardly any thought or effort goes into automated posting once you’ve determined a rotation of posts. What’s not to love about automation if it saves you time and effort? While social media automation seems like a good thing, there can be several downsides to using automation too frequently in social media. Your business could suffer if it is used all of the time to reach followers.
The key word in social media is “social”. In order to be social, there has to be some type of two way communication. Just posting stiff, automated messages on social media is not two way communication. Two way communication involves response and answer. If a customer sends you a message, tags you, or tweets you, respond with a personal message of some sort, even if it is short. Personal messages are a way to keep your customers hooked. If they know that their opinions will be heard, they will be more willing to reach out to you and make that initial contact that could lead to a sell and, hopefully, returning patronage. The members of your staff who are helping run your social media accounts, need to be well versed in how to handle various types of communication that may come through those accounts, including questions about your product or service and customer service issues.
Share information about what you are working on and events you are attending. Keep followers informed to the growth of your business- not just when you make a new post on your blog or launch a new product. Use relaxed and informal language to make your followers feel like they are communicating with a real person instead of a business over the computer. Even go as far as retweeting or sharing posts from your followers. Making that connection is an important step when using social media to expand your audience. If you’re working with an agency, make sure that these services are included in your social media package.
Also, use local marketing to your advantage. Local marketing is marketing to your immediate area. Advertise and market to the city you live in and where your business is based in. You will find loyal customers in hometowns. It can be as simple as including the name of your hometown as a hashtag in a tweet. Post about specific local events, such as a craft fair or festival you will be attending, and get local consumers’ attention. Then, take that opportunity to share more information about your business. Big events, such as the Superbowl, attract a lot of social media attention and posting about them on your own can help some of that attention come your way.
Automation does not hurt a business’ social media account when used in moderation. Automation can help in a variety of ways. It can take care of formalities, like informing your followers of new blog posts and listings, and it can also remind you when you need to make a personal post. If you don’t throw that personal post in every now and again, your followers will get tired of reading the same stuff over and over again. Personal posts add variety that can grab your followers’ attention. Make sure that your social media marketing strategy includes a mixture of both automation, and your own posts.