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Social Media Automation: The Good & Bad

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Presented at SMX Social 2012 in Las Vegas on 12/6/2012

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Social Media Automation: The Good & Bad

  1. 1. Social Media Automation: The Good & BadMariana Rodriguez, Account Director marodcar mrodriguez@beebyclarkmeyler.com Innovation in media beebyclarkmeyler.com
  2. 2. The Human Elements of Automation 2
  3. 3. #1 Human oversight during post timesExecutionAssures content ispublished properlyAuthenticityAllows for immediateresponse to user activity 3
  4. 4. So why automate at all? 4
  5. 5. Efficiency & Effectiveness1. Time-sensitive or Promotion-specific messaging2. Work flow (legal/client approval)3. Content consistency & organization4. Streamlines Community Manager productivity (allows for more free time to interact live) 5
  6. 6. Efficiency & Effectiveness1. Time-sensitive or Promotion-specific messaging2. Work flow (legal/client approval)3. Content consistency & organization4. Streamlines Community Manager productivity (allows for more free time to interact live) 6
  7. 7. #2 Automated content should be of valueAuto-DO’S• Incentivizing/Promotional (coupon code, confirmation)• Informational-relevant to user action• Added-value (content distribution)Auto-DO NOTS• Direct message thanking someone for following you• “Hi, I’m here” messages• Self promotion without any added value 7
  8. 8. #3 Optimizations for Authenticity and Relevancy Within the message: Within the platform: • Copywriting • Frequency • Tone • Time of Day • Message content • Duplication across platforms 8
  9. 9. #3 Optimizations for Authenticity and Relevancy Optimize daily based on: • Previous post performance (time of day, length of post, post content, etc all affect performance in social) • Community activity • Current events and other outside factors 9
  10. 10. #4 Live Interaction between automated postsBlend in live interactions between automationshows users there is a human on the other side.Short conversations with users, in-the-momentreplies and retweets/reposts, etc assure users they(and their interactions with the brand) are valued. 10
  11. 11. What if youget calledout forautomating? 11
  12. 12. Be authentic and fess up.Don’t lie.Don’t cover up.Being genuine goes a long way. 12
  13. 13. #5 Crisis Management Plan When should you use automation in a crisis management plan? 13
  14. 14. #5 Crisis Management PlanExample: A large brand has a product recall.If a user writes a public message voicing their anger at thebrand on a blog, a genuine, human-generated apologyshould be sent. 14
  15. 15. #5 Crisis Management PlanExample: A large brand has a product recall.If a user writes a public message voicing their anger at thebrand on a blog, a genuine, human-generated apologyshould be sent. If the user continues to be angry, offer a free trial of a similar/newer product within the brand family 15
  16. 16. #5 Crisis Management PlanExample: A large brand has a product recall.If a user writes a public message voicing their anger at thebrand on a blog, a genuine, human-generated apologyshould be sent. If the user continues to be angry, offer a free trial of a similar/newer product within the brand family If the user continues to be angry, direct them to a dedicated number for customer service about this specific issue 16
  17. 17. #5 Crisis Management PlanExample: A large brand has a product recall.Once the brand has determined what the right response isregarding the product recall, an automated response can berecorded and utilized if a user reaches out after the crisis“window”. 17

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