Using social media automation

“I'm reading about Twitter automation tools that save me time with social media. What are your thoughts about social media automation?” — John

If you're asking about the kind of social media automation that saves selling professionals time, then I'm for it. But if you're talking about social media automation that broadcasts garbage, then I'm against it. Here's why.

Sounds like you, like many regular readers, may be frustrated with the amount of time social media takes. I liken it to spending 4 hours a day on the phone cold call prospecting. Most social media efforts have as little purpose or direction.
However, if you've put together a solid social media strategy that drive qualified leads to your bottom line, then why not add tools that help you do more in less time. That kind of sales optimization is what my consulting practice is all about.
Let me ask you a question? When someone calls on your company, by phone or in person, do you take every call? Of course not, you have a receptionist or secretary — you only take calls from clients. Worse case you have voice mail.
Just like there are tools available to handle voice and in-person communications, shaping them to best fit your attention, tools are available to support and automate social media.
Automated programs that write content will get you in trouble because social media is a communications platform, not necessarily for broadcast. Best thing you can do to be more time effective in your social media strategy and make it as simple as possible to implement.
As with anything in sales, automation tools can save you time while distributing the same content. They can help you focus on one-to-one interactions with a clear mind, rather than when you are in the middle of something else.
Better yet, choosing the right social media automation (including both software and human support services) you can be more responsive to inquiries. This may include researching additional lead contact information, preparing background information for a follow up call, and even qualifying out tire kickers.
Social media doesn't mean you need to be plugged in 24/7 like some electronic parole monitor — Real selling professionals don't have that kind of time. When you leverage tools, you provide the same responsiveness for followers without buring a lot of your own time (something I'll talk about in a future post.)
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Justin Hitt
A business analyst who specializing in sales generating marketing copy. Author, copywriter, and publisher of newsletters that help clients transform business relationships into profits guaranteed. More than 20 years of experience with technical writing, sales copy, and lead generation. Reach him by Fax at +1 (276) 254-8747