Social media marketing is the quintessential part of the success of any business. The key to excellence in this aspect lies in automation. Automation is the game's name when it comes to connecting with leads and transforming them into customers. Producing, designing, and analyzing content on many social media platforms can be extremely overwhelming and time-consuming. That is when you should engage yourself with social media automation. Social media automation is a dynamic and real-time marketing function. It is the process of optimizing social interaction with the help of automated tools.
However, many companies have failed to understand the need and usage, or they are not aware of them. Do not be one of them.
Let's see how you can use the social media automation to your advantage:
Pros of social media automation :
Before using social media automation, one should know its benefits. Here are a few examples of what social media automation includes:
Save time and efforts - Manually doing all the social media work can be hectic. That is why most businesses nowadays use social media automation to save that time and energy.
Expand reach - When it comes to business that deals with online customers, expanding reach is essential. The more your business reaches people, the better. Social media automation makes your business accessible to many people.
Program your post ahead of time: relevancy is important for social media strategy. Your product and contents should be relevant to your customers. With social media automation, you can schedule your posts ahead of time.
Resolving queries of routine customers: Un-attaining, your customer's query for a long time, can negatively impact your relationship with customers. Automated responses can help you respond to your customers in real-time.
Staying active on social media beyond business hours: You can not stay active on social media all the time. That's when you can use automated responses.
It helps in analyzing social data in real-time: researching and analyzing social data all the time is not humanly possible. With social media automation, you can get all real-time data.
How to use Social Media Automation?
Now, let us discuss when to use social media automation. Here are a few instances of when one can use social media automation:
Scheduling and publishing
As the best time to post varies on every social media platform, you can schedule the time to post at the appropriate time for each network with social media automation. Logging in and out of different social media accounts multiple times a day can be highly time-consuming.
This is when social media automation will help you save time and increase efficiency without reducing the content quality. Well-programmed automation will help improve the engagement of your customers. To expand your reach and retain your customer, engagement with your customers is the key.
Data collecting and reporting
As per reports, almost 64% of marketers use social media automation. Still, many industries do not know how to make time and find the resources for social media growth. They might be failing to operate the key insight from marketing data, or they may be trying to do it all manually, and as a result, they are wasting much time. Social media automation can be the solution if this problem sounds familiar.
With social media automation data collection, you will understand what is working or not working for your business. With the help of these social media data, you will be able to make the right decisions and redefine your marketing strategy as you move forward in your business.
Basic customer service
Automating customer interaction is one of the topmost cases of social media automation. Irrespective of the time zones, your team has to respond to your client immediately, which is next to impossible manually.
Be sure you are using the automation tool that lets you automate responses. Social media automation helps you create and preschedule automated responses for messages received from your customers on social media. So, despite the unavailability of your agent or team member, this will help you engage your prospects.
Well-designed interactive automation can help you walk your customer through the buying process. It also helps you provide potential customers with product recommendations of their preference. You can not do this manually, especially if you have many potential customers.
With social media automation, you can create an interactive, direct and intimate experience for your customers. This is how social media automation convert leads to an actual buying customer.
Social monitoring and listening
Manually researching your business, industry, or competitors' conversation will take much time. At the same time, it is extremely beneficial for the social media growth of your company. It is extremely important to know relevant things are happening around your business.
Social media automation will provide valuable market research and business intelligence, which you can use to improve your social media strategy.
Invest in an automation platform that gives an easy-to-use, user-friendly dashboard with easy accessibility to all important constituents. Social media automation integrates with various channels, users, and content. So, you should maintain a simple and tidy dashboard on your automation tool.
Social media advertisement automation
Publishing advertisements on social media platforms help the brand to communicate the value of their products or services to the user based on their location, interest, etc. Therefore, your automation tolls need to provide ad automation functionality to create and execute social media ads.
The DON'Ts of Social media automation
Now that we understand the uses and importance of social media automation let's talk about what one should avoid while operating with social media automation. Here are a few DON'Ts that you should avoid:
Do not use spammy bots
While using social media automation, one thing to keep in mind is that you should use it for good. Use the bots that make your customers' lives better and do the same to you. You can go for automation that speeds up customer service response time or bots that manage DMs or comments from multiple social networking sites. But do not go for bots that automatically like or comment on social media posts. It can badly affect your relationship with your customers. Or using unsolicited bots on social media can land you in trouble with the social networks themselves.
Do not post the same message on every network
You can not post the same content on multiple social media accounts to be efficient and effective. However, this might be the easiest option. Do not be tempted to cross-post to other platforms, as some automation tools offer you this option. Audiences on different platforms have different expectations and preferences. It is very unlikely that one post will meet all that requirements. So instead of doing that, take your time to adjust your message for each platform's audience.
Do not go with the "set it and forget it" policy
Businesses mainly use automation to bulk schedule to automate social media posts. Even though it is the best way to use social media automation, you have to keep an eye on the publishing schedule so that you can make the necessary adjustments if needed. Scheduling your contents too far in advance might make you irrelevant. So do batch schedule your post but try to be relevant. You might have to reschedule or cancel upcoming posts as per requirement.
Do not automate tweets in conversations
Automating tweets in conversation can be menacing. Some automated tools let you automatically tweet whenever someone mentions a keyword on Twitter. Which automatically takes you to the conversation. The majority of these automated responses look spammy and unauthentic. This can create a very poor impression on your potential customers.