Social Media Automation:The Good & Bad

Mariana Rodriguez, Account Directormarodcar

mrodriguez@beebyclarkmeyler.com

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”.