Social Media Automation Gone Wrong
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Here’s the bad Social Media Automation: The Good and the Bad @amyverno n #TheLabNY C
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Automating certain aspects of social media can be extremely helpful. But sometimes ... it can go extremely wrong. Amy Vernon presented on the negative aspects of social media automation at the SMX West Conference in San Jose yesterday.
Transcript of Social Media Automation Gone Wrong
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.
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Wasn’t this about the bad?
OK, OK.How about this?
Comic via xkcd
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Progressive Car Insurance
Twitter snapshot via NY Observer
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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
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Let’s Look At That Again
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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.
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How Not To Use Triberr
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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
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#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
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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
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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
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