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There is no question that the increasing amount of attention being paid to automation, artificial intelligence, and adaptive software, online marketing and social media marketing have become extremely adaptive as a result. This can have a major affect on how a company or brand has to deal with their social media strategy. Read More...<br>
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Social Media Automation & the Changing Brand Conversation by Kimberly Jean Fricke There is no question that the increasing amount of attention being paid to automation, artificial intelligence, and adaptive software, online marketing and social media marketing have become extremely adaptive as a result. This can have a major affect on how a company or brand has to deal with their social media strategy. While it can be tempting to fire the social media managers and go with the pure software or automated solution, there are several very good reasons to reconsider. There's no denying that there are advantages to going with automated tools. In fact, the right automated tools can help to make sure that your message is not lost in all the sound and fury found online. I'm platforms like Twitter many major companies have found the need to repeat the same tweet two or three times to meet even a fraction of their audience, this can be an invaluable tool in addition to having a social media manager overlooking the program. The advantages of such tools are very obvious. Automation allows long-term planning for campaign this includes using multiple social media platforms to ramp up the excitement, to create a big build up to any special announcements, and to keep the brand in front of people's eyes even while all the workers are home for the day or the weekend. In addition to this, there's no denying that the right automated processes and software will lead to greater outreach than what individual people can manage to do on their own. What's the Drawback? Often times companies will be sold on what these new tools can bring to the table, so what is the downside? The key is preventing the potential disasters because no matter how smart social media software is, it can't make the aware calls that a human can. For example, imagine a tragic new story taking place like a major school shooting, a terrorist attack, or a plane crash - anything that creates a very somber setting. Now while that is going on as a brand do you really want a bunch of automated social media messages coming out lightheartedly recommending a product? Of course not! This type of automation can be incredibly damaging to a company or brand as it looks out of touch at best and incredibly crass and heartless at worst. These are the kind of mistakes that don't only damage or campaign what can actually sink a product or even entire company. That is why it is so important to have a high quality social media manager at the helm. This person may choose to use many of the automation tools available but they will also be able to understand that when the new cycle goes dark and serious like this, to pause all the campaigns taking place to avoid a PR disaster.
With that being said there is little doubt that people will need to use the increasingly advanced tools that are coming out. It is not possible for a person to keep up with the sheer volume that some of these programs are able to do, and there's something about automation that allows you to hit every hour of every day something is impossible for people who need to sleep and rest. However the answer is in full automation, but to get ahead in the social media world of branding it's the smart use of both.
