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Social Media Automation: A Massive F******g Rant!
Social media: you now don’t have a choice if you use it. The only choice is how well you use it.
Since 2009 I’ve been heavily invested in social media and working out what works, what doesn’t work and what’s new and relevant to my business and others’.
A lot of today’s social media – no, MOST of social media – is pure crap. It’s spam at best, scrollable drivel at worst.
Marketers ruin everything.
I know, I’m a marketer. But we do.
Since someone worked out that they could automate Twitter and share the same content on all platforms at the touch of a button, social media became lazy marketing.
Automating content on social does work, don’t get me wrong. But sharing streams of links to content and articles to your followers doesn’t do a thing.
Social media is a key driver of traffic to websites. Yes, absolutely. So why share link after link to other websites? Surely that just helps the websites whose links you’re sharing?
I guess you forget about actually creating something yourself?
Social media is all about conversations, listening to your market and getting involved in conversations that matter to you and your audience.
Automating link after link about this and that and proclaiming “We’re on social media” is horse shit
I automate. So what’s my problem? My problem is people automating tonnes of drivel or even half-decent content and then never returning to their stream.
This attitude then also stops businesses creating their own content. Writing a weekly blog should be high on your marketing priority list. I’m sure all the websites whose content you’re pumping out are very grateful, but what’s the point?
Your timeline is, at best, an RSS feed. I can subscribe to one of those. But what does your ‘social media’ add to the world?
NOTHING. It’s sharing what’s already been shared.
Why don’t you create some of your own content and share that?
And then reply to the comments? Follow up on the likes? Start conversations with the retweeters and follow back the new audience you gain?
Why don’t you do that?
Because you’re lazy and you can pay someone £100 to automate a feed of drivel, links and content from someone else and proclaim, “That’s it – we’ve done our social media.”
No, you haven’t.
I get more from my social media and our clients’ social media by sharing content that’s our point of view, that shows our way of thinking and our view of the situation in our industry. We get more from commenting on other people’s content than we do from sharing it.
Read that again.
We get more from commenting on other people’s content than we do from sharing it.
Because it’s CONVERSATION that matters
No one checks if you’ve shared their stuff on Twitter, so there’s no conversation to be had.
SOCIAL media is about conversation. If you spent 5 minutes a month commenting on a few blogs and tweets from businesses you’d like to get to know better, you’d get more than automating your entire month’s content through some tool or paid service.
It’s not about regurgitating quotes, links to Mashable and Forbes, and sharing clever infographics.
It does nothing. Nothing.
Start looking at social media like the cocktail party it’s always been. Turn up (in real life not with a tool) and have a bloody conversation.
Don’t waste your time automating links and spamming the feeds with your boring, scrollable, ‘we’ve all seen it before’ crap!
SOCIAL media (the clue’s in the title). Stop throwing up online and start turning up instead.
Tags associated with this articleBlogging Content Marketing Facebook Marketing Social Media
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