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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.