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

1. Social Media Automation:
The Good & Bad
Mariana Rodriguez, Account Director
marodcar
mrodriguez@beebyclarkmeyler.com
Innovation in media
beebyclarkmeyler.com

2. The Human Elements of Automation
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3. #1 Human oversight during post times
Execution
Assures content is
published properly
Authenticity
Allows for immediate
response to user activity
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4. So why automate at all?
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5. Efficiency & Effectiveness
1. Time-sensitive or Promotion-specific messaging
2. Work flow (legal/client approval)
3. Content consistency & organization
4. Streamlines Community Manager productivity
(allows for more free time to interact live)
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6. Efficiency & Effectiveness
1. Time-sensitive or Promotion-specific messaging
2. Work flow (legal/client approval)
3. Content consistency & organization
4. Streamlines Community Manager productivity
(allows for more free time to interact live)
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7. #2 Automated content should be of value
Auto-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
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8. #3 Optimizations for Authenticity and Relevancy
Within the message: Within the platform:
• Copywriting • Frequency
• Tone • Time of Day
• Message content • Duplication across platforms
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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
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10. #4 Live Interaction between automated posts
Blend in live interactions between automation
shows users there is a human on the other side.
Short conversations with users, in-the-moment
replies and retweets/reposts, etc assure users they
(and their interactions with the brand) are valued.
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11. What if you
get called
out for
automating?
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12. Be authentic and fess up.
Don’t lie.
Don’t cover up.
Being genuine goes a long way.
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13. #5 Crisis Management Plan
When should you use automation
in a crisis management plan?
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14. #5 Crisis Management Plan
Example: A large brand has a product recall.
If a user writes a public message voicing their anger at the
brand on a blog, a genuine, human-generated apology
should be sent.
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15. #5 Crisis Management Plan
Example: A large brand has a product recall.
If a user writes a public message voicing their anger at the
brand on a blog, a genuine, human-generated apology
should be sent.
If the user continues to be angry, offer a free trial of a
similar/newer product within the brand family
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16. #5 Crisis Management Plan
Example: A large brand has a product recall.
If a user writes a public message voicing their anger at the
brand on a blog, a genuine, human-generated apology
should 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
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17. #5 Crisis Management Plan
Example: A large brand has a product recall.
Once the brand has determined what the right response is
regarding the product recall, an automated response can be
recorded and utilized if a user reaches out after the crisis
“window”.
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