Juggling between various social media platforms has become quite a challenge for marketers these days, which is why they look keep looking for shortcuts to streamline their social presence while saving their time. And Facebook Automation is one such shortcut. It refers to the use of tools that automate tasks such as liking and sharing statuses, images across all your accounts, leaving comments on statuses and images, accepting or rejecting all pending friend request and inviting friends to specific pages or events. While the feature may seem like a game changer for marketers, it comes with its benefits and drawbacks.
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Different brands use different strategies to grow their Facebook presence and build a solid audience, like some Buy Real Facebook Likes. However, the most crucial way is to find opportunities to engage with your followers. Besides sharing content and replying to comments to make a Facebook page more visible, Facebook automation can also help in creating the illusion of a more active social media presence. It is no surprise that brands that regularly post content and appear to connect with their followers are poised for bigger numbers as compared to a page gathering cobwebs.
The most obvious benefit of automation is that it helps marketers save time and focus more on the big picture of their social marketing instead of the “small stuff”. Although the small stuff involving liking posts and leaving relevant comments is part of a well-oiled social presence, it does not usually come under the most prudent marketing tasks. Through Facebook automation, it is possible for marketers to pay more attention to promote their content or conduct outreach, rather than leave comments after comments that might never actually get seen.
It is important for brands to respond to comments, questions and inquiry in a timely manner, no matter what industry or time zone you belong to. If you are unable to get to your critiques or commenters within a couple of hours, then this can have an adverse effect as you are likely to lose a customer and sales opportunity. This idea of automated responses is quite appealing to brand owners who want their business to be active 24/7. According to a research, customers expect brands to respond within four hours on any social media, and yet various brands take significantly longer to reply.
However, like most social media features, Facebook automation has its own drawbacks as well. The first problem is that the automation feature is still in its infant stage, meaning it has bugs. Secondly, no matter how efficient, the automation tool cannot actually imitate the tone of a real-life social media marketer. It cannot craft unique response responses to cater to the unique needs of your customers. There is a huge difference between spamming “Thanks!” and “No Comment” on every post and directing your followers to a specific FAQ page. In fact, Facebook automation can sometimes backfire on brands who try to cover too much ground with serial likes and comments, as this behavior bugs your audience, encouraging them to unfollow you.
Furthermore, part of the beauty of connecting on social media network is that you can get in the trenches with your customers, meaning you can pick their brains and listen to their concerns. But when you leave these tasks to an automation service, you are likely to lose out on crucial conversions as well as gambling with how your fans perceive your brand. Simply put, meaningful interactions with the followers cannot be imitated by any bot or automation service.
Concludingly, an effective way to make use of Facebook automation is to find a balance between automation and real-time interaction with the followers.
– Article originally appeared on The SocioHawk blog.