10 Rules to Master Social Media Automation

In this day and age, social media is second nature. Everything you need to know, want to know or really don’t want to know is firing at you full force from all types of social networks. So how do you stay on top of everything but still keep your sanity, and small amount of free time? One word: Automation. It’s the newest craze amongst companies, with some doing it better than others. So how can you avoid making it obvious? Follow these 10 simple tools brought to you by Social Media Today.


1.     Don’t send auto direct messages

If someone follows you, they don’t really want to get a half-hearted and spammy thank-you in their inbox 2 minutes afterwards. If someone is taking the time to follow you, BE PERSONAL! Automatic DM’s are the ultimate no-no and a great way to end up on someone’s unfollow list immediately.

2.     Automate replies when you’re out of the office

In recent years, consumers of a product use social media as the number one source of reaching out to a company. Recent research has shown that a customer reaching out expects a response within the hour from that company, especially if it’s a negative comment or complaint. And since consumer needs don’t stop once you leave the office, automated responses are a great way to keep in touch and have a quick response.

3.     But DON’T automate the rest

 If you’re in the office though, during normal business hours, do NOT set up automatic response. The more personal a response is, the happier the customer is. If you are not “Out of Office” you need to be plugged into your social networks.

4.     Ensure an even mix of content

 “Variety is the spice of life.” Consumers following your brand on social media want to see a wide variety of content, not just post after post of the same thing at the same time everyday. You also want to make sure there’s an even number of live posts compared to scheduled/automatic posts.

5.     Use unusual triggers

 Wanting to really grasp the audience’s attention? Set up posts to trigger around unusual events. If you’re a taxi company, set up a trigger that goes off when nearby train or bus lines are down. Or what if you’re an ice-cream company? When the weather gets below a certain degree, set up a trigger to send out a coupon to customers. Once again, customers like to stay engaged with fun and unique content.  


6.     Leave room for ad hoc updates

Make sure the content you’re posting is relevant always. While scheduling automated content is great, balance it with live content as well. This does not mean posting a million posts a day though, customer don’t want one brand flooding their timeline. 

7.     Apply sentiment analysis

Set-up an automation service that has the ability to detect people’s positive and negative sentiments. The service can pick up on these emotions and give a general report about the attitude of the customer as well as what needs to be addressed. 

8.     Set up “urgent” triggers

For those “Out of Office” times, an “urgent” trigger makes sure nothing of an urgent matter is slipping through the cracks or getting a general response. An automated service can read the sentiment of the message and direct it directly to the correct staff member in charge of that matter. Since you can’t be monitoring social networks 24/7/365, a service needs to be keeping track. 

9.     Monitor competitor channels

 While this may seem sneaky, keep track of the competitor and the market in which your brand lives. A service can track relevant search terms so you can determine what consumers are searching for and how you should target them. 

10.  Integrate with your CRM

SAVE EVERYTHING! Any like, comment, follow or message your social network receives should be tracked and recorded for future use. 

Of course, a live person is always best when it comes to social networking and consumer interaction. With automation becoming the newest go-to for companies’ social networks, these are some great tips to stay ahead of the game and not annoying consumers.

Story by: Hannah Baumgarten