If Facebook were a country, it would be the world’s fourth largest, between the United States and Indonesia. (Searchenginewatch.com)
Over the past two years, the use of social media in business has increased. After 23 years of investing in TV ads for the Superbowl, Pepsi dropped the Superbowl ads in 2010, and instead, invested in a $20-million social media campaign. Best Buy has over 2500 employees helping customers as part of their Twelpforce initiative.
That being said, social media is very time-consuming. A couple of years ago, we saw the emergence of tools made for automating social media.
Automating social media is not always a good idea
While it may seem like the magical way to save time, automating all your social media processes is not the way to go. In this blog post, Lisa Barone of Outspoken Media puts it, “Do you ever have a positive reaction when someone sends you an auto-DM after you were conned into following them? No, you don’t. If you feel the need to welcome someone into your Twitter network, then you can take three seconds to write them a personal message. You only have 140 characters.”
Automating social media takes away the human side of it, which is what really matters. “Social media is most effective when it’s centered around creating lasting relationships with people,” says Barone.
She goes on to explain that the goal of social media is to take part in conversations. Therefore, automating conversations is not recommended. However, it’s ok to automate tasks (as opposed to interactions.) For example, occasionally setting an auto-tweet or Facebook update to announce that you have published a new blog post.
Automating social media responses with OneDesk
OneDesk’s automation engine allows you to automatically reply to social media. This means that whenever someone Tweets, Facebooks, or mentions you in a blog or blog comment, the automation system will send a response from your social media accounts.
Just like Barone, we also do not recommend automating every single social media process. Rather, use OneDesk’s automation engine to acknowledge receipt of all the social media comments you receive. Thank your customers for reaching out to you, and assure them that you will follow-up with them at a later time.