Should You Automate Your Social Media Marketing?

With new tech trends popping up each day, it seems as if social media bots are the way to go in terms of managing your social media accounts. As a marketing agency that champions the social in social media, we strongly feel that automating your messaging removes the personality from your brand and hinders the connection your audience hopes to feel by following YOU (a real-life, warm and fuzzy person.)

Social Media Today reported, “Social media gives everyone a voice, and an opportunity to be heard at any stage - and if that voice is only being heard by bots, the dynamic shifts. While there is a place for such tools, fitting them into social media interactions requires a delicate balance, and automation tools, at least in this usage example, may not be quite there yet.”

We’re sure you’ve come across a bot or two in your Instagram requests and comments, with a multitude of numbers and letters after their username. These interactions are known as spam and are responsible for the disdain we all feel for bots. So - why would you want a bot representing your brand?

It feels less authentic. 

Bots have the power to deliver messages you may have written, but it can become jumbled with inaccurate time posting and a flurry of emojis you didn’t hand-select. Your social media messaging is likely to be the first representation of your brand to a prospective client, so it’s important not to leave that first impression to a one-size-fits-all message. 

Bots can follow many, many accounts. 

This can lead to your account being banned or suspended. Without a real-life person vetting those you follow, you may find your account following other bots and pages that are unrelated to your brand. By managing who you’re following and interacting with, you’re given the opportunity to support your community, similar brands, and people you admire, all within your following sphere. Curating the right “following” ensures you’re seeing what the movers and shakers around you are up to - and not an abundance of irrelevant content.

You liked what?

There are inappropriate posts that can fly under the radar, or have perceived negative comments. Bots cannot detect this type of behavior—yet. 

When your account likes an image it shouldn’t, the image, or post, could get recommended to your followers. This isn’t something you want occurring for your brand. Let a person or team, well-versed in social media take the reigns to ensure this doesn’t happen.

What do other experts say? 

Memberpress reported, “They may like, follow, or retweet a hashtag they’ve been programmed to follow that may not necessarily reflect your brand’s ideals or your values. They may also follow accounts that aren’t necessarily your target audience or customer avatar. This can cause a disconnect with your followers, some of whom you worked hard to gain.”

Bots aren’t capable of authentic and meaningful exchange on behalf of your brand. If you’re committed to providing personalized customer service and illustrating the great work your business does with compelling content - your strategy should start with a flesh and blood marketing professional.