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SocialMediaAutomationToolsPresentedby:MaryGillespie

Socialmediaautomationtools areusedtoautomatetheprocessof

postingandsharingcontenttosocialmediawebsites

(alsocalledsocialmediamanagementtools)

TypesofSocialMediaAutomationTools

• automationtoolsthatworkwithnumeroussocialmediaplatforms– Buffer– Hootsuite

• socialmediaplatform-specificautomationtools– PostPlannerforFacebook– BundlePostforTwitter

• automationtriggers(actionà event)– IFTTT

IFTTT– example“recipes”

(Cleary,2016)

Advantages• Significantlyreducestheamountoftimespentonsocialmediawork

– automatesrepetitivetasks,increasingefficiency– postsacrossallsocialmediachannelsatthesametime– moretimeforcustomerinteraction

• Simplifiessocialmediaoperations– reducessocialmediafrustrations– convenient,user-friendly

• Strengthenssocialmediapresence– morefollowers/fans– buildsbiggeraudience à generatesmorerevenues

• Managessocialmediapresence– generatesposts– postsbasedonpre-configured times– maintainsaconsistentsocialmediapresencewhenyouareunableto

Disadvantages• Noteverythingcanbeautomated• Doesnotreplacehumantouch– socialmediaisahumanexperience

• Cannotautomatecustomerinteraction– candamagereputationandengagement

• Peopleappreciateindividualresponses– betterwayforbusinessestoconnectwithcustomers

• Businessesneedtocloselymonitorsocialmediasotheycaninteractwithcustomers

• Relyingtoomuchonsocialmediaautomationtoolscanruinyoursocialmediapresence

SocialMediaAutomationGoneWrong

(Lee,2014),(Eha,2012)

4StepstoEffectiveSocialMediaAutomation

1. Understandwhenitis(andisn’t)appropriatetoautomateyoursocialmediapresence

2. Choosetherightsocialmediaautomationtools

3. Findyouridealsocialmediaautomationschedule

4. Stayengagedinconversationwithyouraudience

(Lee,2014),(Burke, 2015)

1.WhatShouldYouAutomate

DOAutomate:• Contentcuration and

distribution• Personal/funnytweets

(usuallynottimesensitive)• Yourpublishedposts• RSSfeeds

DONOTAutomate:• Customerinteraction• Troubleshooting• Directmessages(DMs)• Samemessagetoallsocial

mediaplatforms– differentcharacterlimits– Twitter:140characters– Facebook:63,206characters– LinkedIn:700characters

2.ChoosetheRightTool• Automationtoolsthatworkacrossallsocialmediaplatforms– Hootsuite– Buffer

• Socialmediaplatform-specificautomationtools– PostPlannerforFacebook– BundlePostforTwitter

• Automationtriggers(triggerà action)– IFTTT(IFThisThenThat)– Zapier

3.KnowWhentoPost

• Analyzeyourfollowers– socialmediaanalyticstools– usereportsfromsocialanalyticstoolstosetpostingschedule

4.StayEngaged

• Checkinonsocialmediaplatforms• Turnonnotifications• Receiveupdatesonmentions• Settimeasidetoactuallybeengagedonsocialmedia– showaudiencethereisahumanbehindsocialmediaaccounts

HowtoGettheMostOutofSocialMediaAutomationTools

• Stopmanaging,startengaging– automatewhatyoucan,butstayengagedwithyouraudience– lesstimespentonposting/sharingmeansmoretimefor

conversation,engagement,andhumaninteraction• Checkinonsocialmediaplatformsfrequently• Usesocialmediaanalytics

– setschedulesbasedonsocialmediaanalytics– trackhowyourscheduledpostsareperforming– usereportstohelpyoumeasurehowwellyouaredoingwith

yoursocialmediaautomationefforts

• Findtherightbalance

DoNOT“Setitandforgetit!”

(Lee,2014)

Thankyou!

References• Ajmera,Harsh."5Hashtag TrackingToolsforTwitter,Facebook andBeyond:SocialMedia

Examiner."SocialMediaExaminer.06Mar.2014.Web.22Feb.2016.

• Burke,Sarah."AGuide toCreatingaSocialMediaAutomationStrategyThatWorks."Spokal.2015.Web.22Feb.2016.

• Cisnero,Kristina."TheDOsandDON'TsofSocialMediaAutomation."Hootsuite SocialMediaManagement.18Sept.2014.Web.22Feb.2016.

• Cleary,Ian."7TimeSavingSocialMediaAutomationToolsforYou."RazorSocial.8Feb.2016.Web.22Feb.2016.

• Eha,BrianP."ProgressiveRobo-tweetsSparkSocialMediaCrisis."CNNMoney.16Aug.2012.Web.22Feb.2016.

• Lee,Kevan."TheSocialMediaAutomationStrategyEveryMarketerNeeds."BufferSocial.26Mar.2014.Web.22Feb.2016.

• Zeevi,Daniel. "12BestSocialMediaManagementTools."DashBurst.1July2015.Web.22Feb.2016.