Social media automation is the process of using automated tools to improve your social media presence through content curation and scheduling social media posts in advance. Automation tools can help reduce the amount of time spent gathering posts last minute so you can spend more time growing your account by engaging with your audience.
Automation can be a little addicting. Once you unlock efficiencies in one area, it is tempting to keep going until you’ve mastered your entire workflow. With social media, it’s important to resist the temptation—not everything is meant to be automated. Even big brands have struggled with understanding when and how to walk the fine line of automation and engagement. Progressive famously failed at automation by sending automatic responses to users trying to engage the company on a controversial topic.
Automating your social media can be useful for developing a content plan, so you’re always prepared.
However, it’s important to note that social media automation tools shouldn’t be used in any dishonest or unethical way. For example, automation tools shouldn’t be used to write your social media posts — they should just be used for scheduling, reporting, and content ideas.
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Dr. Elijah Clark (November 29, 2022). Using social media automation [Web log post]. Retrieved from https://elijahclark.com/lesson-144/