Why Social Media Automation Alone Isn’t Enough

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Posted 3 years ago

HR

Why Social Media Automation Alone Isn’t EnoughSocial media is increasingly important for business. Today, social media is strategically integrated as part of sales and marketing functions, leveraging professional networking, as well as ensuring customer satisfaction. However, the activities pertaining to social media can be pretty exhausting manually, as you cannot just sit chatting throughout the day.

That is where social media automation comes to the rescue.

Using social media automation, you can simply schedule the times when your content needs to be posted, even in your absence. For instance, tools like Buffer and Sprout Social take care of your content postings on Facebook, Twitter and LinkedIn accounts, while you are busy with other important work. Whats more, tools like Jetpack Publicize and NetScripts give wider coverage to your posts, publishing them to multiple networks simultaneously, thereby saving you time.

One should not ignore the importance of real interactions with clients, customers and prospects.

Following are the three important reasons why combining automation with real human interaction is a must for a successful business.

THE PERSONAL TOUCH SHOWS THAT YOU CARE

No matter how efficient the automation tools become, let’s face it, nothing beats the personal touch. Mere automation of social media looks mechanical and unresponsive. As such, along with mechanizing some of the tedious social media functions, some of the tasks should be handled by a real person. For instance, dealing with inquiries and replies personally and promptly, instead of relying on stock responses is essential to show your clients and customers that your business cares.

CUSTOMERS WANT TO TALK TO YOU — NOT WITH YOUR COMPUTER

There is a marked distrust amongst most customers regarding automation. They want to talk to you, not your computer. Just imagine the frustration you experience every time you call customer service, and you are welcomed by an automated voice, directing you to a series of tedious steps before you can talk to a real customer service person. The same goes with your customers as well. Today, people prefer to ask their questions through social media, rather than calling a customer service line or visiting a store physically. But relying extensively on automation would mean that most of their inquiries would go unanswered, which would, in turn, upset them.

TWO-WAY INTERACTION IS PIVOTAL

Simply pushing your information without bothering to hear your clients and customers will not prove conducive to your business. Slowly, your customers will start ignoring your posts simply as spam. And your disengagement could make you lose your customers.

Hence, a two-way interaction between you and your customers/clients is essential. One of the excellent ways by which you can involve yourself with your customers is to comment on some currently hot topics that would surely get responses from them.

Social media automation isn’t a bad thing at all. But using it in combination with your personal input is the trick behind its success.

While you can automate those time-consuming routine tasks, do not forget to individually reach out to those who show confidence in you and your business.

So, let the automation tools support your social media presence, but the real interaction has to be done by a real person. As such, have a real person in charge of your accounts to ensure real communication with your clients and customers, so that they feel more at home with your company.

– Ady Sachdeva

HR

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