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Guidelines for Effective Marketing Automation

by: Finella Kristle Panlilio

Monday, May 26, 2014 |

Marketing Automation Tips

Posting on social media may be the last thing on your mind if you’re busy managing the day-to-day operations of your business. Thankfully, we now have marketing automation tools to aid us in maintaining a consistent social media presence without taking time off our work schedule.
Here is a list of dos and don’ts when it comes to incorporating social media automation into your online marketing:
  • DO mix up your automated tweets and status updates with ones you write in real time. Because social media is essentially the interaction among people, automation isn't exactly the solution for all your social media needs. Exert a little effort into responding to your customers in real time. If you can’t respond immediately, set aside some time for answering questions on Twitter, replying to comments on Facebook, sharing Instagram pictures or videos of your product or employees, and circling your fans on Google . Keep in mind that automation is there to complement your real-time social media marketing, not replace it.
  • DON’T automate messages during inappropriate moments. A good example would be to avoid sharing random, unrelated political articles during a presidential forum. Some businesses suspend automated tweets during natural disasters or other events. If you do plan on automating related tweets during a major event, make sure that the subject matter is relevant.
  • DON’T only post your own thoughts and material. As social media expert Neil Schaffer explained in his comparison of Twitter to being in a room with a few hundred thousand people, "unless you tap someone on the shoulder, nobody’s going to notice you unless they happen to be in listening mode, which not everyone is." Besides your scheduled tweets, it also helps to retweet other influencers in your field and reply to your followers.
  • DO test out multiple platforms for their capabilities. Some businesses use more than one platform because each has its own set of benefits. Look for features that will best enable you to meet your goals. There are platforms that let you monitor multiple accounts; some offer great analytics; and some allow you to store articles for future posts scheduled at set times. For starters, try out a few then pick one or more depending on their functionality, support, and your own comfort level and needs.
  • DO use platforms to monitor or listen to what’s going on around you. There are platforms like Hootsuite and Tweetdeck that allow you to set up different columns for specific hashtags, groups of customers, and followers. That’ll keep you updated even if you don’t get to check daily.
  • DON’T use Twitter simply to curate work by importing RSS feeds from other blogs. Alternatively, share as much client or industry-related content as possible, repost photos of your products uploaded by customers, and engage with individuals as genuinely as possible.
  • DO maintain a consistent voice. Pre-schedule posts that are consistent with the voice you've chosen for your business.
  • DON’T post too often. It’s advisable to schedule multiple posts in a day, but just because you can automate posts doesn't mean people want to see 20 messages a minute apart.
  • DO schedule tweets for promotions or events in advance. If you have a big event coming up, schedule a reminder on social media days, or weeks in advance. You can also include scheduled tweets for information about a big launch or promotion.
  • DON’T tweet posts once and then forget about them. Even if it’s been a few weeks since you wrote it, promote a blog post while the information is still fresh. Don’t hesitate to share old posts that are still relevant to your readers.

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