Social Media Automation: What to do now?

By Patricia Aira Sales

Social media has made it easy for businesses to reach out to their clients and get new leads. Social media automation tools help marketers to automatically interact with client’s queries. 

Here are the latest updates on social media automation that you should know:

Twitter:

Keeping Twitter free from spam has become a priority. Pew Research showed that 21% of American adults use Twitter. Bots, fake profiles, and other malicious activities will now be easier to crack down, as Twitter introduced its new rules on social media automation. These rules include restrictions on duplicate content, recycling tweets, and simultaneous or bulk actions like retweeting, following, and liking.

Marketers should now avoid posting identical content on one or multiple Twitter accounts in one go. Also, tweets with similar content like posts, replies, or mentions are also prohibited. Posting multiple tweets through multiple accounts; manipulating the popularity of the topic, is also a no-no for marketers on Twitter. Consequently, marketers are advised to avoid retweeting in bulk or in an aggressive manner.

What you can do is retweet content from one account using other accounts. This is an alternative to having multiple accounts with same contents. Modify the tweet and any attached media to create an organic and original content.

Instagram:

Instagram changed its API last year. This allow business pages with third-party tools to post and schedule a content. Considering the whopping 80% of Instagram users following a business page, this have paved way for business pages to manage their accounts effectively.

Consequently, Instagram has also limit auto comments and follow/unfollow actions on their app. Pages with third-party tools- generating inauthentic likes and comment– will be warned to change passwords, cut ties with these third-party apps; or worse, lose their accounts.

What you can do is to continue using tools to automate post scheduling, but has to be done manually. Also,utilize Instagram’s new features, like IG stories and IG Live. as these are your fresh opportunities to engage with your audience. Over 100 million people are now watching or sharing content every day, IG Live is a smart move to add to your strategies.

Facebook:

Facebook has been a ground for a lot of fake accounts.  A total of 1.5 billion fake accounts have been removed from April to September 2018.  This led to Facebook prohibiting personal profile pages to automatically schedule a content. Now, users should log onto their accounts to  post or schedule content.

Moreover, Facebook’s News Feed algorithm has updated promoting content from user’s friends and family, rather than brand pages. That particular update should be a note on marketers to rethink their strategies to promote their business.

What you can do is to manually schedule and publish content to personal pages. Facebook’s new policy mainly restricts trolls and fake accounts, especially to those using personal pages. Hence, focus on making high-quality and authoritative content to get authentic interactions with your clients. Consider joining Facebook groups as Facebook has allowed business pages to join groups and interact as a business. 

LinkedIN:

Third-party automation tools are not as much supported, as those of the other social networks mentioned. Scheduling updates on personal and business page through third-party is allowed, but LinkedIn doesn’t permit third-party “crawlers” bots, browser plugins or extensions scraping, modifying, or automating activities on the site.

What you can do is to stay original with all the content you share. Be cautious of tools promising to view LinkedIn profiles, scrape emails from LinkedIn, or message users from the site. 

Social media is ever changing, with different social networking sites changing their rules to ensure authenticity among users. This constant change is something that marketers should always keep up with, along with keeping up with their clients queries and responses. Luckily, social media automation helps them engage with their customers across different channels.

In conclusion, social media automation is a wise move to give your customers a more quick response, but try to give your clients authentic and organic interactions. Because after all, you authentically value what they have to say to your business.

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