Smart automation should be an integral part of your social media strategy. As counterintuitive as this may seem, we see automation as one of best ways to build meaningful relationships online. And we know it works. But remember, we’re talking about smart, strategic automation. There’s nothing random or bot-like about what we’re advocating. It’s time to get smart about how you automate your social media. Let’s get started!
Many people are so skeptical about automation that they fail to see the benefits. For those people, the idea that automation could be smart seems improbable and oxymoronic. But this is because they fail to see beyond the misconceptions. We’ve also found that many don’t understand what’s smart about our approach to automation.
What smart automation is not
Automate and forget about it. That’s one of the quickest ways to fail on social media. The key to successful automation is to review and tweak your automated campaigns on a weekly basis. This includes changing the message of your tweets as well as monitoring how people respond. Keep in mind that when you share on social media, you’re engaging in a conversation. Your automated campaigns need to reflect that.
The text used in an automated campaign also plays a big role in how smart your automation is. There’s nothing more off-putting than stale-sounding robotic text which has clearly been automated. While there’s no need to reinvent the wheel, a little bit of customizing goes a long way. We’ve found that the best automated tweets are written in a casual, friendly and natural-sounding tone. If that isn’t something you’d tweet, you probably don’t want to automate it.
Don’t be afraid to experiment with your automated campaigns. In fact, we’ve found that users who don’t rely solely on auto-pilot mode see the best results. Using Commun.it you can monitor your automated campaigns including the number of tweets sent, number of times the tweet was re-tweeted as well as the number of clicks. We highly recommend you use this data to tweak your campaigns.
How do I get smart about automation?
The key to smart automation is to define what matters most to you. What do you hope to get out of your online activity? Once you have a clear understanding of these objectives, it’s easier to decide on the appropriate automated campaigns whether these are “Daily Tweet” campaigns or automated campaigns to target your top influencers. Having a good understanding of your goals also makes it easier to tailor your text to suit your audience and social media objectives.
So before you automate anything ask yourself: Why am I on Twitter? What do I hope to get out of my social media activity? Smart, strategic automation is goal-driven and comes from answering these kinds of questions. By taking the time to understand your goals, your automated campaigns will seem more sincere and are likely to perform better.
How can I get started today?
We get it, the idea of automating tweets can be intimidating at first. But once you get started, you’ll see how rewarding automation can be. We’ve also found that if you monitor and adjust your automated campaigns on a weekly basis you can’t go too wrong. To help you get started, we’ve put together some pointers.
Keep the text succinct and to the point
- Be sincere
- Questions work well and tend to increase engagement
- Try include the user’s name in the tweet. This makes it feel more personal
- Use our text as a template. We recommend that you personalize it
- Use active verbs: Watch; Learn; Join me etc.
- Don’t schedule more than one of the same type of campaign for the same day
- We recommend that you A/B test different variations of the same text
- It’s not necessary to include a link in each tweet
- Make the tweet about the user. For example: Thanks for the retweet. I really value your role in my community.
- Ask yourself: Is this something I would tweet?
Don’t take our word for it: Automation in action
Automation doesn’t always work. The best example of this is the Bank of America fail when a disgruntled user turned to social media to vent his frustration. The bank sent out an automated tweet asking the user how they could help. While humorous, this is also a very important lesson of what not to do when automating. Users want to know that you care and hear them, but they don’t want to feel they’re engaging with robots.
Add your own touch because no one likes feeling like they’ve been targeted by an automated tweet. But there are many examples of how automation is being used successfully. Remember it’s all about being strategic and smart! Many of our users rely on sophisticated automation strategies to engage their audience. Greger Wikstrand, for example, has automated several of his campaigns using Commun.it and had the following to say:
We also regularly rely on smart automation to engage with our audience and promote our offering. Here are some eye-opening stats from our own campaigns:
You have to admit that’s impressive! The stats speak for themselves. When done properly, smart automation will not only boost engagement, but will also transform the way interact with your community. So what are you waiting for. Now is the perfect time to get smart about the way you automate your social media campaigns.