A week or so ago I was reading an email that was full of the wonders of automating your social media output. On the surface this seems like a perfectly sensible thing to do, social media can be very distracting and I know I’ve been drawn into spending too much time on it on several occasions!
But something about automating all blog posts, updates tweets etc disturbs me. The reason is simply, this is social media, and standing on a platform with a megaphone shouting to the world is not social.
This behaviour can often cause an audience to switch off, in fact I’ve seen tweets more than once stating that the tweeter is about to unfollow people who do nothing but broadcast and never engage.
It can also create a disaster if something has happened that makes the scheduled output look either wrong or tactless.
This is not to say that all automation is bad, I am a big fan of planning and it makes sense to schedule a certain amount of the information you want to impart, but it still needs to be monitored and most importantly responded too.
So before you enter all your tweets into a csv. File, or queue all your blog posts for a year, step back and schedule a weekly (or even daily) review of your plans, and don’t forget to save some time for socialising with your social media audience.