Social Media Marketing Automation: What are the Pros and Cons?
Following someone on Twitter is sort of like handing out a flyer in the hope that some of them will turn into customers or at least it’s going to be someone who has something interesting to say.
Some of them might even follow you thinking, “I think we have something common. Perhaps we can build this beautiful community together!”
Well, that may be a perfect world we wish we lived in.
When you first received an automated DM like, “Thanks for the follow. I really liked your tweet and looking forward to reading more of those” maybe that got you really excited.
But over time you realized what a message like this actually means is, “Hey, I’m really not that interested in you, but I am following you anyway hoping that you will also follow me so that I can bump up the number of my followers and I will look like famous!”
You’ve also read some guys saying like, “Do you want to know how to increase your followers by 1000 a day?”
By human nature, we tend to think that if a lot of other people are doing it, it’s ok to do it and as a newbie, you start copying it.
But depending on which automation you use, it can do more harm than good.
Actually, there are a few different types of automation and there are many, many tools out there – actually, way too many and it definitely overwhelms you as to which one to pick if you want to incorporate it into your marketing strategy.
So, here is a look at what kind of automation is available and some of the popular automation tools on the market.
What Kind of Automation Is Available?
- Send Auto DM (direct message on Twitter)
- Manage Followers (Follow/Unfollow)
- Schedule Posting
Social Media Automation Tools
1. Auto DM (direct message)
A lot of people use automated DM tools but it is generally frowned upon but there could be some use depending on situations. These are popular auto DM tools on the market.
It’s a social media management tool with both free and paid options. This tool not only lets you send direct messages but also helps find popular users and increase your followers
- Free Plan
- Professional Plan $17.79/ half a month
- Twitter Unlimited Plan $6.97/half a month
Crowdfire is a little different from other auto DM tools because it allows you to create a few different versions of DM. So, at least the message is different every time although it’s still automated.
There was a service called TweetAdder, which lets you automatically follow and unfollow users, but apparently Twitter permanently banned its API. You can tell that auto or mass following is not a practice Twitter wants to see.
This tool not only lets you send direct DMs but also reply to the message and follow a user. Also, you can schedule your posting, so it has multiple features.
2. Manage Followers (Follow/Unfollow)
There are types of apps that let you follow and unfollow users on Twitter.
It’s a tool that lets you unfollow users who don’t follow you. It also has a feature that helps you discover users who are relevant based on keywords, followers, account age, and location.
- Free Plan
- Pro $12/month
- Business $49/month
You can follow or unfollow people based on how active or inactive your followers are. Two paid options are available.
3. Schedule Posting
It’s one of the well-known platforms that let you manage your social media post scheduling. It’s ideal for users working with a large group of people.
Buffer is a good tool for scheduling your post and doesn’t have a manage follower type feature. If you are interested in only scheduled posting, this is a great tool as you can use pretty intuitively.
Social Media Marketing Automation: Pros and Cons
Pros of Social Media Marketing Automation
You Can Schedule Your Post in One Sitting
One of the features anybody can benefit from social media automation is scheduled posting.
You can schedule your posting for multiple social networks ahead of time. Plan it in advance and you can post around the times your posts get the maximum exposure.
You don’t have to scramble back to your computer while taking a coffee break and chatting with your co-workers in the afternoon at office.
Want to reach out to people in a different time zone or different countries?
This tool will do just that while you are sleeping. People will be reading your post outside of your business hour and you can just reply to them next morning. You talk about productivity, this is it.
Multiple Sites Centralized
If you manage four or five different sites, it’s such a drag to have to switch back and forth to multiples networks. So, apps like HootSuite and Buffer let you manage multiple social medias conveniently in one place.
Find More Followers
If you tweet regularly, you know there’d be some action right after you’ve tweeted. You’ll get Likes, retweets or some people start following you. Then some of the followers of that follower would also start following you.
So, the more you tweet, good things are going to happen. Well, maybe not everything. Of course, you will receive that dreaded auto-DMs but hopefully some of the followers are people who are genuinely interested in you.
How Often Should You Tweet?
I’ve heard anything from 3 to 15 times a day but I don’t think there’s any correct answer.
Are you a little bit worried that you might put some people off if you tweet too much? But if you want to increase your reach as much as possible, that’s what you need to do and that’s a fine line.
Think of it like this.
If you listen to a radio talk show, sometimes you notice a DJ would repeat the same information throughout the program.
Why do they do that?
If you are listening to the show the whole time, you might get weary of it repeated again and again, but some people start listening halfway into the show. So, a DJ would do that for people who just come on during the show not to miss it.
So, tweeting multiple times throughout the day is not a problem. Not many people stay on there for hours on end anyway.
Let people discover your brand and your message be heard more
Write Different Copy Every Time
Even if you use the same blog post, you want to write a different copy every time so that at least it looks different. Also, using different images every time helps.
Use different phrasing and pictures. Prepare a few different images with text overlay, also with different combinations, in advance so that you don’t have to use the same image every time.
Cons of Social Media Marketing Automation
Come Across Very Impersonal
I know some of the people sending automated DMs do it knowing how they are perceived. So, they are trying to be more creative how they craft a message not to sound like a robot and send you a message like:
But the thing is, it still looks impersonal. And when I respond to that kind of message, I hear nothing from them. Sounds like they are not even interested in talking unless I show them I want to buy something.
Don’t they even have 5 seconds to just say, “Hey thanks” or something?
I don’t remember any messages that got me interested in doing something because of that.
Most of the time I am not even interested in them and they are promoting their service
Only Interested in Promoting Yourself
You’ve seen it. After someone followed you, you follow back. Shortly you’ll receive an auto DM thanking you for following back.
Then, either in the same message or another message that follows right after, you will receive a message that goes like this.
Oh by the way, if you haven’t visited our homepage, here is our site/link to the service or whatever.
They always send you this type of message even without finding out who you are and it’s very spammy.
So, I think now you know that each social media automation tool would bring something different to the table. What you want to achieve with social media marketing automation really depends on what your goal is.