The significance social media holds in our professional and personal lives, is no longer a secret. It builds your online presence, promotes your brand, and most importantly generates revenues. The profits are directly proportional to the efforts that you put in your social media strategy!
If you’re busy managing your everyday business responsibilities, sometimes making a tweet or a LinkedIn update is the last thing on your mind. This is where social media automation tools can help you in maintaining a consistent online presence. However overusing these tools creates an inevitable awkward situation which can deteriorate your social media reputation.
Let us just figure out what are the dos and don’ts of using social automation tools to optimize your social media strategy:
Tools like Buffer, TweetDeck, Hootsuite are some good social automation tools to automate your tweets and updates on LinkedIn. They allow you to schedule updates as per your convenience even when you are out on a weekend.
DON’T: Do not overuse them
Scheduling posts is fine but overusing the tools can make you miss out on some very important things on the platform. You might miss those heated discussions related to your industry, which could pave the road to portray you as an expert. You might miss on some very important messages that could be that one great ‘knocking opportunity’.
DO-Make sure to publish important updates personally
When you update about the recent app you launched or the ground-breaking event your organization was a part of, do it by yourself. These are the updates where you can get a good number of replies and comments, which shouldn’t be left to social media automation. Be at the right place and at the right time, to reply or show gratitude to all the comments.
DON’T-Avoid inter-connecting your social profiles
You must not link your twitter account with your Facebook account. Instead you can do the same updates on different social media profiles with a different message. It can set a negative impression to your regular audience that may be you don’t care enough to post by yourself. Moreover it can be a monotonous experience for them.
DO-Try to be original
Yes, that is pretty self-explanatory but for those who find it easy to be creative, it requires time to be original and creative even in whiling sharing updates. When your major motive is to engage more people, it becomes utterly important to stand-out from the crowd. This is not possible by using social media automation tools alone.
DON’T: Schedule updates and forget them completely
This is the sole idea with which people schedule and automate updates. But what if you communicate something completely wrong and get some unwanted thrashings in the comments? You can be a great trouble-maker to your brand online. So keep good checks on whatever you update because once it is public, you need to justify it completely.
DO-Make use of tools to take a deep look at what is going on around
Social media experts say that Hootsuite is a good tool where you can regularly monitor what is a hot topic in a specific industry. Create special columns for different hash tags, different followers and group of people from similar industry. Keep a regular check on what works and what don’t through Google analytics. You can also schedule posts for your blog by using special tools that match your definition of perfect timings.
DON’T: Do not forget to recheck
Scheduling blog posts for the highly active social media hours is great, but make sure the content is quality, unique and fresh. Once you publish it on all the platforms it can be time-consuming to amend the mistakes and your reputation. Do not forget to recheck the content you are posting, to make your social media strategy worthwhile.
DO-Judge the relevancy of every platform
If you are posting on LinkedIn about the fun-party you had in your organization the last weekend, you are actually messing up with your image there. Your fans, business relationships and customer base react differently on different platforms. So before you cross-post using social automation tools-make sure to judge the relevancy of your updates.
DON’T: Avoid automated messages, direct messages and responses with unrelated keywords
People do sound like fools to their fan base by doing this. Automated responses and replies annoy your followers to the core and if they are tweaked with your unrelated keywords, it is even worse. It is very important to be extremely careful with these social automation tools because they have a tendency to pick up keywords that can be out-of-context sometimes.
Indeed, automation tools are useful for your social media strategy but using them wisely is what makes the difference. If you are still not sure about what to and what not to include in your social media strategy, you can take help of social media experts to make things organized and simplified. They can provide you with lot more than just uploading and sharing.
By Robert Holiday