Social Media Automation Dos And Don’ts
Social media automation has a lot of lovers and haters. The main reason is that in some cases people go overboard with automation and never personally engage with their followers in any way. That’s not what automation is for. Automation should be used to rid yourself of repetitive tasks, but it should not end your physical engagement on each platform.
Plan Messaging for Each Platform Feed
When you create your content calendar in addition to the content you’re creating for your products and services, you’ll want to also create messaging for each platform in which you want to share that content. So, for example, let’s say you have a whitepaper that you want to promote and one of the platforms you want to use is Pinterest.
Pinterest is very visual, so you can’t just share a simple link to an image. Instead, pull out data from the whitepaper to make an infographic. Share that on Pinterest. Do something like that for each platform. You’re still sharing the same message but how you’re doing it, is slightly different based on the needs of the platform.
Looking for a super flexible, ready-made content calendar? Why not try this one?
Develop Platform Centric Content
In addition to the general content and products you create for your brand, consider each platform and how you can create content just for that platform. For example, on Facebook, you might create a quiz, tell a story using Facebook Live, and you’ll do all that without hashtags.
On Twitter, you might create memes with quotes pulled out from your whitepaper, give easy and short business tips, and do it all in about 100 characters or so along with a hashtag. On Pinterest, you will need to figure out how to get visual such as by using an infographic or a smaller type of graphic that gives directions to do something.
Design Graphics for Each Platform
Every social media platform not only has various sizes for images depending on where you’re going to use them, but they also call for slightly different styles. On Pinterest, you want to have very clear images that show the products well. On Pinterest, you can be artsier. On Facebook you want the image to encourage them to learn more.
Instead of using the same image resized get creative and start from scratch on images to use for each platform based on the mood of that platform and the point you want to make with the content you’re sharing.
Create a Posting Schedule for Each Platform
On every single social media platform, there are different rules of thumb about when you post, how often you post, how many times you post the same thing, and so forth. You can usually go to the platform and find out what the best practices are because they will tell you. Then, using that information create a schedule for each post so that when you put it into your automation software it’s easy.
Engage on Each Platform Individually
Using automation to schedule each post is a great way to cut down on the amount of work you do and the things you remember. But, outside of the scheduled posts, make it a point to spend some time on each platform that you use so that you can respond to posts, share other people’s posts, and engage with your audience. That will make you more human and people like spending money with humans more than corporations.
The main don’t is not to automate the things that need to be done personally. People resent receiving automated messages on all platforms within private areas until you have spent some time getting to know them, and letting them get to know you.