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Social Media Automation:
         The Good & Bad
Mariana Rodriguez, Account Director
    marodcar

    mrodriguez@beebyclarkmeyler.com




               Innovation in media
               beebyclarkmeyler.com
The Human Elements of Automation




                                   2
#1 Human oversight during post times


Execution
Assures content is
published properly



Authenticity
Allows for immediate
response to user activity

                                       3
So why automate at all?



                          4
Efficiency & Effectiveness

1. Time-sensitive or Promotion-specific messaging
2. Work flow (legal/client approval)
3. Content consistency & organization
4. Streamlines Community Manager productivity
  (allows for more free time to interact live)




                                                    5
Efficiency & Effectiveness

1. Time-sensitive or Promotion-specific messaging
2. Work flow (legal/client approval)
3. Content consistency & organization
4. Streamlines Community Manager productivity
  (allows for more free time to interact live)




                                                    6
#2 Automated content should be of value
Auto-DO’S
• Incentivizing/Promotional (coupon
  code, confirmation)
• Informational-relevant to user action
• Added-value (content distribution)

Auto-DO NOTS
• Direct message thanking someone for
  following you
• “Hi, I’m here” messages
• Self promotion without any added value



                                           7
#3 Optimizations for Authenticity and Relevancy


 Within the message:     Within the platform:
 • Copywriting           • Frequency
 • Tone                  • Time of Day
 • Message content       • Duplication across platforms




                                                    8
#3 Optimizations for Authenticity and Relevancy
 Optimize daily based on:
 • Previous post performance (time of day, length of post,
   post content, etc all affect performance in social)
 • Community activity
 • Current events and other outside factors




                                                             9
#4 Live Interaction between automated posts
Blend in live interactions between automation
shows users there is a human on the other side.

Short conversations with users, in-the-moment
replies and retweets/reposts, etc assure users they
(and their interactions with the brand) are valued.




                                                      10
What if you
get called
out for
automating?




              11
Be authentic and fess up.

Don’t lie.
Don’t cover up.

Being genuine goes a long way.
                                 12
#5 Crisis Management Plan



     When should you use automation
     in a crisis management plan?




                                      13
#5 Crisis Management Plan

Example: A large brand has a product recall.

If a user writes a public message voicing their anger at the
brand on a blog, a genuine, human-generated apology
should be sent.




                                                               14
#5 Crisis Management Plan

Example: A large brand has a product recall.

If a user writes a public message voicing their anger at the
brand on a blog, a genuine, human-generated apology
should be sent.
     If the user continues to be angry, offer a free trial of a
       similar/newer product within the brand family




                                                               15
#5 Crisis Management Plan

Example: A large brand has a product recall.

If a user writes a public message voicing their anger at the
brand on a blog, a genuine, human-generated apology
should be sent.
     If the user continues to be angry, offer a free trial of a
       similar/newer product within the brand family
        If the user continues to be angry, direct them to a
           dedicated number for customer service about this
           specific issue

                                                               16
#5 Crisis Management Plan

Example: A large brand has a product recall.

Once the brand has determined what the right response is
regarding the product recall, an automated response can be
recorded and utilized if a user reaches out after the crisis
“window”.




                                                           17

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Social Media Automation: The Good & Bad

  • 1. Social Media Automation: The Good & Bad Mariana Rodriguez, Account Director marodcar mrodriguez@beebyclarkmeyler.com Innovation in media beebyclarkmeyler.com
  • 2. The Human Elements of Automation 2
  • 3. #1 Human oversight during post times Execution Assures content is published properly Authenticity Allows for immediate response to user activity 3
  • 4. So why automate at all? 4
  • 5. Efficiency & Effectiveness 1. Time-sensitive or Promotion-specific messaging 2. Work flow (legal/client approval) 3. Content consistency & organization 4. Streamlines Community Manager productivity (allows for more free time to interact live) 5
  • 6. Efficiency & Effectiveness 1. Time-sensitive or Promotion-specific messaging 2. Work flow (legal/client approval) 3. Content consistency & organization 4. Streamlines Community Manager productivity (allows for more free time to interact live) 6
  • 7. #2 Automated content should be of value Auto-DO’S • Incentivizing/Promotional (coupon code, confirmation) • Informational-relevant to user action • Added-value (content distribution) Auto-DO NOTS • Direct message thanking someone for following you • “Hi, I’m here” messages • Self promotion without any added value 7
  • 8. #3 Optimizations for Authenticity and Relevancy Within the message: Within the platform: • Copywriting • Frequency • Tone • Time of Day • Message content • Duplication across platforms 8
  • 9. #3 Optimizations for Authenticity and Relevancy Optimize daily based on: • Previous post performance (time of day, length of post, post content, etc all affect performance in social) • Community activity • Current events and other outside factors 9
  • 10. #4 Live Interaction between automated posts Blend in live interactions between automation shows users there is a human on the other side. Short conversations with users, in-the-moment replies and retweets/reposts, etc assure users they (and their interactions with the brand) are valued. 10
  • 11. What if you get called out for automating? 11
  • 12. Be authentic and fess up. Don’t lie. Don’t cover up. Being genuine goes a long way. 12
  • 13. #5 Crisis Management Plan When should you use automation in a crisis management plan? 13
  • 14. #5 Crisis Management Plan Example: A large brand has a product recall. If a user writes a public message voicing their anger at the brand on a blog, a genuine, human-generated apology should be sent. 14
  • 15. #5 Crisis Management Plan Example: A large brand has a product recall. If a user writes a public message voicing their anger at the brand on a blog, a genuine, human-generated apology should be sent. If the user continues to be angry, offer a free trial of a similar/newer product within the brand family 15
  • 16. #5 Crisis Management Plan Example: A large brand has a product recall. If a user writes a public message voicing their anger at the brand on a blog, a genuine, human-generated apology should be sent. If the user continues to be angry, offer a free trial of a similar/newer product within the brand family If the user continues to be angry, direct them to a dedicated number for customer service about this specific issue 16
  • 17. #5 Crisis Management Plan Example: A large brand has a product recall. Once the brand has determined what the right response is regarding the product recall, an automated response can be recorded and utilized if a user reaches out after the crisis “window”. 17