Why Putting Social Media on Auto Pilot Works

social media automation is OK

Inconsistency is a social media serial killer.

Maybe you’re great at writing and curating awesome social media posts but if you have a hard time getting even one post per day it’s time to reconsider your process.

Especially if you’re producing rich content, like videos, podcasts or blog posts, your audience wants to know that they can count on you to push out useful or entertaining stuff at regular intervals—links to your Thursday afternoon Youtube video or to your daily blog post at 8am.

If your crazy schedule doesn’t let you market your brand or content regularly, it’s time to start automating your posts.

Today’s best automation tools work like an editorial calendar for journalists, helping to plan when stories go out so they reach the target audience at the right time. But these tools—which are often free—go a step further by hooking up with your social channels to post the content for you at the time you’ve chosen.

Automation gets the job done

When you’re not online, automation tools are busy running on their own so that your accounts don’t flatline while you’re on that silent yoga retreat in a mud hut on the back of a turtle floating through the universe.

social media automation works

Automation helps you market better

Another great thing about these tools is that they let you repeat the same or similar messages for a campaign. If you want to advertise your upcoming webinar or event, you should be pushing that message out regularly, up until the date.

social media automation helps

These tools will help you schedule a whole batch of upcoming messages about the thing you’re trying to sell so you can plan how often and at what time the campaign posts go out.

Measure and tweak you campaign on-the-fly

And when you’ve created your posting schedule for the day, week or month, yo u can always edit it. Let’s say that first tweet went out and got 10 re-tweets but the second tweet got no love.

You can view the stats per post using the automation program and then change up the wording or the timing of the upcoming tweets so they have a better chance of getting traction.

One last thing before you automate away: don’t think that automation has to be robotic. Authenticity in your content is always going to show through. Add color, add personality and don’t ever allow your brand to lose it’s voice.

What automation tools have you tried and why do you love them?

Charlie Parker

Article by

Charlie is an accomplished writer and journalist who's work has appeared in magazines, television and online. Charlie has traveled the world several times over, studying and working in Toronto, Sydney, Barcelona and Paris. Need to know anything about travel or long distance running and nutrition? Ask Charlie.

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0 thoughts on “Why Putting Social Media on Auto Pilot Works”

    • Avatar
      Earl Dotson says:

      Do you think it’s hard to remember because posting on social media was designed to be fun and so by definition is not something you do on a schedule?

  • Avatar

    There’s no way I can remember everything I do in a day, much less in a week. I’ve used the automation system quite a bit and it’s so handy! Scheduling posts means I can do a bunch while I’m thinking of it and get the word out there and then forget about it!

    • Avatar

      It sounds like they have created automation tools for all of us with the ADD that comes with being a content writer. I feel like I’m always jumping from project to project, and this helps keep me on task. I wish I wasn’t quite so scattered, but these types of tools help me focus.

  • Avatar

    Social media marketing has never been my strong suite. Part of it is I always end up distracted and my crazy schedule leaves me posting at odd hours. I’m hoping to find some free automation tools to support multiple accounts from the same network in 2016 so I can finally start promoting the writing I’ve done under my own name.

    • Avatar

      Good luck with your search. Isn’t interesting that standard business hours apply to the Internet, a tool that can be – and is – accessed 24 hours a day?

  • Avatar
    Georgia Potts says:

    I think automation can work well for keeping your social media accounts on a schedule and making sure that each is sufficiently populated, but it’s also important to insert new messages as needed. When news pops up in your industry, it’s important to mention it in your social media accounts to keep them relevant.

    • Avatar
      Earl Dotson says:

      Few things can be more damaging than falling into irrelevance. Thanks for the tip, Georgia, to help us avoid that.

  • Avatar
    Jayne Baldwin says:

    I agree, it can be so annoying not seeing any posts for weeks then getting tons all at once, automation makes it a nice even pace 🙂

  • Avatar
    Elizabeth Chaney says:

    I will definitely check this out. Social media is my weakest point. Trying to remember to post is impossible and when I do remember my mind goes blank. It would be great to think things out before I post.

    • Avatar

      One easy step you can take: Write it down. That goes for reminding yourself to post and for remembering what to post. Write out what you want to say before you type it and you’ll (almost) always be happy with what you post. Furthermore, you never know when inspiration for a great post may hit.

  • Avatar

    I’ve always heard “autopilot” used as a negative term, one that implies laziness. How interesting to look at it from a different perspective. If autopilot helps busy writers make regular posts they otherwise couldn’t make, it can never be negative!

  • Avatar
    Tara Woodbury says:

    I use Hootsuite for Twitter. I have tried it for Facebook and Google+ but don’t like it as much and the API for Instagram seems to still be not working right. I do schedule some posts on Facebook for the pages I manage but try to make sure to actively look at the page every day. Alerts from Page Manager are slow sometimes and once in a while you won’t get any notification of a message at all. If you aren’t responding to your followers, thanking your customers, replying to messages, you’re leaving money on the table.

    • Avatar
      Earl Dotson says:

      It’s a shame to lose money over not doing things you should want to be doing anyway. Why wouldn’t you want to be accessible to your followers and grateful to your customers? It’s because of those people that you have a business in the first place.

      • Avatar
        Georgia Potts says:

        That’s true, and an interesting perspective. I just think about all the years that businesses didn’t have to do that, but I guess those days are gone. In the 80s, if you hated Wendy’s and something terrible happened there (don’t ask), all you could do was call the manager, and the manager probably didn’t much care.

  • Avatar
    Vivian McDaniels says:

    Thank you for reminding us of the power that Social Media Automation has attention, promotion and brand. Without maintaining a presence in the social networking world, you can quickly move down in rank and power. With news trending for a few days at a time, it is much easier to stay on top and automate your site every other day or once a day to post throughout the day depending on how active you choose to be or how many sites you manage.

  • Avatar

    I seriously have thought about getting into this space using automation tools for a long time. I think consistency in social is maybe the only way to build a brand, but it’s so hard to constantly be creating day after day. I need to research the topic more and build a portfolio of useful tools.

  • Avatar

    I agree — this is a great way to get old content shared with new audiences. With that being said, I think some social media needs to be manual. This includes responses to individuals thanking them for posting or responding to their comments.

  • Avatar
    Earl Dotson says:

    Thank you, Charlie, for pointing out that automation doesn’t have to be robotic. We should always want our writing to be colorful and have its own voice. Who would want to read it otherwise?

  • Avatar
    Serita Tillson says:

    I am a fairly active blogger, and try to manually post at least once a week. One blog of mine has over 5,700 views now, with a average of 200 views a month. I use a blog and social media for my Avon business, to advertise my book promotions, and relevant information about those.

  • Avatar

    This is great advice as long as the automations happen at a reasonable time. You don’t want to make it obvious in a way by automated posts going out at random hours and missing the targeted audience’s immediate reactions to your content.

  • Avatar

    I haven’t tried any automation tools, but I think that it could be a really good idea. It is so hard to remember to post every day, and sometimes you just don’t have the time to do it!

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