Social media automation is an automatic fail

Social media automation is an automatic fail
Interacting with your community isn't something you can fake — why automating the process to save time will cost you dearly.
NOV 15, 2018

I read something the other day that bugged me enough to write a column about it. Automation. I'm paraphrasing here, because I refuse to link to it, but basically the person said there's no reason in 2018 to be doing social media manually when there are tools to automate the process and save precious time. Baloney and LOL! That suggestion smacks of inexperience. Only someone who has no social media background would suggest fully automating their social media. Clearly, this person doesn't know that algorithms punish many third-party applications that allow for such automation. Not all, but plenty. But algorithms aside, the whole point of social media is a personal experience with a client. Turning it into an automated chore defeats the entire purpose. Would you save 30 minutes here and there? Sure. Would those 30 minutes add up over time? Again, sure. It doesn't take a rocket scientist to know that copying and pasting a bunch of stuff into an automated scheduler gets the job done faster. Faster can be better. We pay for things with our phones and watches. We use robos. We pay extra for shorter shipping times. But faster isn't always better. Here are some key things to remember as you decide how to share on social media: Each network is different: Twitter is not Facebook and Facebook isn't LinkedIn. The concept of taking a tweet and re-purposing it as a Facebook and LinkedIn post is terrible advice. The minute you start posting the same exact content on multiple networks, you've given your audience permission to choose one network on which to follow you, when the goal is for them to follow you everywhere. Algorithms are terrible: There are hundreds if not thousands of factors that determine why someone else's Facebook post goes viral and yours doesn't. Staying with Facebook, we've long known, even without confirmation from Facebook itself, that the company frowns upon people who use third-party schedulers to share content. Facebook, and by extension any other network, wants the newest, most enticing content to be shared. Why share something if there's even a chance your content won't be shared widely? Your clients/followers/customers deserve better: It's as simple as that. If you phone it in to get it done, what kind of message does that send to the people who rely on you? And before you say that there's no way in the world anyone would know, trust me … they know. Automation is always obvious because patterns always emerge. Let me close this way. I'm all about saving time. By all means, refrigerate your oatmeal the night before. Use an app to order your coffee and skip the line. But do not automate your social media. After nearly 12 years in this business, it's one of the few things in life I don't question. You, and only you, can define your social media goals. If posting content just for the sake of posting content is your goal, schedule away. But there's no point in posting content if people aren't reading it or can't find it — or if a social network such as Facebook buries it. The better way of doing it is to learn about each of your social media audiences and then catering to them through interesting links, conversation, polls, photos — the choices are nearly endless these days. There's already enough terrible content on social media. Strive to make yours the best. As always, if you have a general social media question, please let me know. Tweet them to me with the hashtag #onsocialmedia or email me at [email protected]. And remember to follow InvestmentNews at @newsfromIN.

Latest News

JPMorgan tells fintech firms to start paying for customer data
JPMorgan tells fintech firms to start paying for customer data

The move to charge data aggregators fees totaling hundreds of millions of dollars threatens to upend business models across the industry.

FINRA snapshot shows concentration in largest firms, coastal states
FINRA snapshot shows concentration in largest firms, coastal states

The latest snapshot report reveals large firms overwhelmingly account for branches and registrants as trend of net exits from FINRA continues.

Why advisors to divorcing couples shouldn't bet on who'll stay
Why advisors to divorcing couples shouldn't bet on who'll stay

Siding with the primary contact in a marriage might make sense at first, but having both parties' interests at heart could open a better way forward.

SEC spanks closed Osaic RIA for conflicts, over-charging clients on alternatives
SEC spanks closed Osaic RIA for conflicts, over-charging clients on alternatives

With more than $13 billion in assets, American Portfolios Advisors closed last October.

William Blair taps former Raymond James executive to lead investment management business
William Blair taps former Raymond James executive to lead investment management business

Robert D. Kendall brings decades of experience, including roles at DWS Americas and a former investment unit within Morgan Stanley, as he steps into a global leadership position.

SPONSORED How advisors can build for high-net-worth complexity

Orion's Tom Wilson on delivering coordinated, high-touch service in a world where returns alone no longer set you apart.

SPONSORED RILAs bring stability, growth during volatile markets

Barely a decade old, registered index-linked annuities have quickly surged in popularity, thanks to their unique blend of protection and growth potential—an appealing option for investors looking to chart a steadier course through today's choppy market waters, says Myles Lambert, Brighthouse Financial.