5 Sins of Social Media Automation

Updated on February 9, 2018
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Patty Beach is Founder & CEO of Haute Pink PR, Thrive Global/Medium contributor, columnist for Daring Woman Magazine & HubPages.

5 Sins of Social Media Automation

There are plenty of types of social media posts that you can automate to send out on a schedule, but automation isn’t suitable for everything.

Here are 5 sins of social media automation that you’ll want to avoid.

1) Sending the Same Message Over and Over Again
We all have that one (or more) Twitter contact that just posts the same thing over and over, and over, again! Whether they’re repeating the same links to their own site, or re-hashing posts they’ve posted in the past, it’s all just boring! There’s nothing wrong with posting a message more than once, but always be sure to space it out with plenty of different content in between!

Tip: When sharing a blog post from the past, space the tweet out 3 weeks apart and include an updated comment, or “update” the blog itself with a quote or something fresh. Promotional Tweets – schedule them at least 8 hours apart with some variation to the tweet and be sure to have a minimum 6 tweets and 3 retweets in between. The key is to space out the content.

2) Making It All About You
Social media should never just be about you. In fact, it should probably only be around 20% about you – the rest should be about your followers, helping them and sharing another people’s content that you think they’ll find useful. If you simply schedule posts about you, your website and your products then people are going to lose interest quickly. Similarly, even if you do share other people’s content, if you never log in and reply to posts people share with you, people are going to realize that social media is simply a one-way street for you. You need to interact and be seen interacting with others to make the very most of social media.

Tip: Mastering the art of curated content is more than just sharing other resources. You often hear people say sharing other people’s information is “bad” and there is some truth to that – so when sharing content or resources that you find helpful tell your audience why, give them your point of view – AND NOT just to promote an affiliate program that you get a kick-back for.

3) Only Sending Out Links to Your Sites
Some people set up social media accounts with good intentions. They log in and start chatting with people, and they also set up automated tools to send out links to their blog posts. The problem comes if you stop logging in for a while - all your followers will see are links to your own site. Who wants to follow an account like that?

Tip: Once you start you must be consistent. If you fall off the wagon of posting, sharing, or engaging without explanation – such as you are away on vacation or out sick you will lose your momentum and credibility.

4) Sending Automated Private Messages
Ever followed an account on Twitter and straightaway received a welcome message thanking you for following and linking to a product? These messages are sent automatically by a scheduling service, they aren’t personal and there probably isn’t anyone out there who would think it was. Some successful marketers do use automated messages, but the general advice is to steer clear if you want to avoid looking spammy. Even if the automated message doesn’t try to sell something, it still screams “robot” and it won’t really help people see the real side of you.

Tip: One of the best examples of this is the use of the Many chatbots on Facebook Messenger. Now the majority of the world knows they are signing up for a bot and will be marketed to. However, a key to this is don’t do it! Automated private messages is really never a good idea unless the end user knows they signed up for a messaging bot.

5) Sharing the Same Posts on All Social Media Accounts
Many people go to the effort to post properly to one social network, only to ruin it by sharing that exact same message on every single social network they sign up to. Although there are times when you will want to post the same message to different networks, you shouldn’t make everything the same.

Do yourself a favor: turn off that feature that lets you send all your Facebook updates to Twitter and start posting differently to different networks. There are probably quite a few people who follow you on both and will quickly get bored otherwise!

If you do use Facebook’s option to connect to Twitter, make sure you go through the settings to only select certain types of posts.

Tip: This is one of my favorites and I will admit I’ve committed this sin. The apps and schedulers make it so easy to get caught up in this sin. How do you break it free from this cardinal sin? I’ll save that for another post but let me leave you with this reference to #2 above and see if that gives you some ideas?

Feel free to leave me comments or ask questions and I am happy to respond.

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