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More and more social media strategies are employing auto-response, auto-retweet, auto-content generation, auto-whatever-possible tools. This goes against the grain of social media and is a recipe for getting out of touch with your constituents.


The tension of automating some of your content but not all of it is a challenge. Scheduling posts, auto-tweets and auto-posting to Facebook are the three that we see most used with clients… and, there are other automated actions that do marvellous things and make your life easier online.

But if we automate everything then we can get lazy. We won’t engage with people, we will miss the behaviour patterns of real people… we will rely on the automation. Doing things manually and giving full attention to your audience takes time and effort and is often sacrificed but, real engagement is what social media is about and it’s where the value really is.

Don’t automate, find patterns.

Don’t get out of touch!