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Automating certain aspects of social media can be helpful. But sometimes it can go extremely wrong. I presented on the negative aspects of social media automation at the SMX West Conference in San Jose yesterday.
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Here’s the bad
Social Media Automation:The Good and the Bad
@amyvernon#TheLabNYC#SMX #25A
#TheLabNYC#SMX #25A
What Is Automation?
“The technique of making an apparatus, a process, or a system operate automatically.”
Merriam-Webster
#TheLabNYC#SMX #25A
It doesn’t have to be bad
#TheLabNYC#SMX #25A
Keep the human element
• IFTTT.com – If this, then that. – Starred items from my
Google Reader are moved to my BufferApp
– Facebook photos I’m tagged in are automatically downloaded to my Dropbox
• Triberr– Carefully curate the
“tribes” I’m in– Don’t automatically
share everything– Know whose content I’m
sharing, it sets the schedule
– Can have others automatically share your content.
#TheLabNYC#SMX #25A
Wasn’t this about the bad?
OK, OK.How about this?
Comic via xkcd
#TheLabNYC#SMX #25A
Progressive Car Insurance
Twitter snapshot via NY Observer
#TheLabNYC#SMX #25A
Progressive basics
• Matt Fisher wrote a Tumblr post• It was extensively reblogged and tweeted• Progressive set up an automated tweet to
respond to all those tweeting the post.• Did I mention the tweet was too long and so
was posted on Twitlonger?
Research by Ann Marie Van Den Hurk
#TheLabNYC#SMX #25A
Let’s Look At That Again
#TheLabNYC#SMX #25A
What Went Wrong
• Progressive looked uncaring• Progressive expected those it was tweeting to
to work extra to get the full response.• Poor Flo. Her smiling mug just made the
message even more insensitive.
#TheLabNYC#SMX #25A
How Not To Use Triberr
#TheLabNYC#SMX #25A
How Triberr Works
• Join “Tribes” according to interest or friendships
• RSS feeds of their sites or content stream in• Able to share content on Twitter, FB, LinkedIn,
G+, StumbleUpon & elsewhere directly from Tribal feed.
• Automates scheduling to Twitter/FB/LI
#TheLabNYC#SMX #25A
#TheLabNYC#SMX #25A
Doing it Right
• You’re vetting the posts you share before approving
• You’re following people you trust and so even if you approve an individual post first, you’re certain of the quality
#TheLabNYC#SMX #25A
Danger Zone
• “Atomic tribes” enable you to automatically tweet anything by the person whose tribe it is
• Ease of approving posts for sharing means many share without reading.
• Some people join any tribe they can and share everything without paying attention
#TheLabNYC#SMX #25AImage via Travelfish
#TheLabNYC#SMX #25A
What about HootSuite?
• Choose a site you love and would tweet out just about anything from
• Stick in the RSS feed• Voila! (Side note: NOT Wala!)
#TheLabNYC#SMX #25AImage via Econsultancy
#TheLabNYC#SMX #25A
Give a Hoot
• Do you know you want to share EVERYTHING from a site?
• What if sponsored posts are included in that feed?
• What if your beloved covers a story days after everyone else?
#TheLabNYC#SMX #25AImage via TechnologyVehicles
#TheLabNYC#SMX #25A
Takeaways
• Use automation to streamline, not replace the human touch
• Make sure you know what you’re sharing• In a crisis, be of the moment. • Don’t. Be. Stupid.
Contact me
www.Facebook.com/AmyVernonwww.Facebook.com/InternetMediaLabs
www.Twitter.com/AmyVernonwww.Twitter.com/InternetLabs
http://j.mp/AmyVGplushttp://j.mp/IMLGplus
#TheLabNYC#SMX #25A