Social Media Automation:The Good & Bad
Mariana Rodriguez, Account Directormarodcar
Innovation in mediabeebyclarkmeyler.com
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The Human Elements of Automation
#1 Human oversight during post times
ExecutionAssures content is published properly
AuthenticityAllows for immediate response to user activity
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So why automate at all?
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1. Time-sensitive or Promotion-specific messaging
2. Work flow (legal/client approval)
3. Content consistency & organization
4. Streamlines Community Manager productivity (allows for more free time to interact live)
Efficiency & Effectiveness
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1. Time-sensitive or Promotion-specific messaging
2. Work flow (legal/client approval)
3. Content consistency & organization
4. Streamlines Community Manager productivity (allows for more free time to interact live)
Efficiency & Effectiveness
#2 Automated content should be of value
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Auto-DO’S• Incentivizing/Promotional (coupon
code, confirmation)• Informational-relevant to user action • Added-value (content distribution)
Auto-DO NOTS• Direct message thanking someone for
following you• “Hi, I’m here” messages • Self promotion without any added value
#3 Optimizations for Authenticity and Relevancy
Within the message:• Copywriting• Tone• Message content
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Within the platform:• Frequency• Time of Day• Duplication across platforms
#3 Optimizations for Authenticity and Relevancy
Optimize daily based on:
• Previous post performance (time of day, length of post, post content, etc all affect performance in social)
• Community activity
• Current events and other outside factors
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#4 Live Interaction between automated posts
Blend in live interactions between automation shows users there is a human on the other side.
Short conversations with users, in-the-moment replies and retweets/reposts, etc assure users they (and their interactions with the brand) are valued.
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What if you get called out for automating?
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Be authentic and fess up.
Don’t lie. Don’t cover up.
Being genuine goes a long way.
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#5 Crisis Management Plan
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When should you use automation in a crisis management plan?
#5 Crisis Management Plan
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Example: A large brand has a product recall.
If a user writes a public message voicing their anger at the brand on a blog, a genuine, human-generated apology should be sent.
#5 Crisis Management Plan
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Example: A large brand has a product recall.
If a user writes a public message voicing their anger at the brand on a blog, a genuine, human-generated apology should be sent.
If the user continues to be angry, offer a free trial of a similar/newer product within the brand family
#5 Crisis Management Plan
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Example: A large brand has a product recall.
If a user writes a public message voicing their anger at the brand on a blog, a genuine, human-generated apology should be sent.
If the user continues to be angry, offer a free trial of a similar/newer product within the brand familyIf the user continues to be angry, direct them to a
dedicated number for customer service about this specific issue
#5 Crisis Management Plan
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Example: A large brand has a product recall.
Once the brand has determined what the right response is regarding the product recall, an automated response can be recorded and utilized if a user reaches out after the crisis “window”.