There are so many social media automation tools out there to make life easier. Tools like HootSuite and Cotweet allow you to schedule your tweets ahead of time. Most blogging software also has scheduling features. You can literally set up your posts for the week at once and have them post at your desired times.

These tools certainly do relieve the need for being “glued” to your computer 24/7, but is it really a good idea? My answer: yes and no.

Why yes:

If your business has regular updates that need to be pushed out, then go ahead and automate. This information is very unlikely to change and it becomes a matter of providing timely content. As we all know, content in  social media is crucial. People are interested in brands and businesses on social media for the VALUE. Part of that value is created through regular content and information. Again, if your content is not going to change, then there is nothing wrong with scheduling it ahead of time. In fact, it is better to be sure the information is posted as opposed to letting your social media efforts go by the wayside.

Why no:

A twitter account that only becomes a stream of automated posts is going to be lacking. The point of connecting with brands on social media is not to engage with a robot! It has become a cliche phrase and I almost hate to say it again, but social media is about conversations. If you are not actively participating in real, two way communication then you are missing the point. One of the main benefits of using social media for your business is the fact that it humanizes your company. No longer are you just a logo on a sign, you now have a voice and a personality that is translated through communication!I recommend setting up your content to post at your desired times, but then making sure to actively participate in timely conversations.

When is automation NOT ok:

In my opinion, auto direct messaging should never be used.  It is so impersonal and mostly just annoying. If your business is sending out an auto direct message  -think twice. Nothing says “robot” more than this.

image courtesy of Hugh MacLeod

It seems like everyday we’re introduced to at least a half dozen new “Social media experts” who will gladly assist your business with Twitter, Facebook, Blogging and whatever else is popular that day. With unemployment so high right now, a lot of would-be entrepreneurs are diving into social media, simply thinking that just by knowing how to use the tools, they’re capable of overseeing a brand’s image online.

This new sentiment is scary to say the least.

What a lot of businesses fail to understand is the true power of social media and where it is going. Yes kids, social media is the future, and I’ve got news for you, the future has arrived.

There are a few key questions to ask yourself when hiring a self-proclaimed “Social media expert.”

1. Would I hire this person to create and build my brand?

2. Would I put this person in charge of my customer service ?

3. Would I put this person in charge of my advertising campaign?

If you cannot give a solid yes nod to any of these questions, then you might want to think twice.  Social media is about interaction with your customers, future customers, partners and associates. It is about building trust and solid relationships. Social Media is about communication on the most fundamental levels.  These people will all form an opinion about you and your business based upon that social media experience.  Is this something you really want to put in the hands of someone who just knows how to post some pictures, play Farmville and re-tweet a motivational quote?

No matter what you hear, Social Media is marketing, customer service and relationship building all wrapped up in one. When someone walks in for a meeting about building your new blog or managing your tweets, remember, they are the face of your business on the fastest growing form of communication ever. Proceed with caution.

However, starting a blog is not a decision to be taken lightly. Sometimes not having one is better than starting one and not taking it seriously.
If your company is debating whether or not to start a blog, here are a few questions to ask yourself first.

1) Are you in it for the long haul?
A blog isn’t something you start then let sit. It will need constant updating (most recommend at least once a week). Constantly coming up with ideas about what to post may become tiresome after a while, therefore it is important to be willing to take the time to seek out ideas and thoughts to keep your blog fresh.

2) Do you have a narrowed-down topic?
You should be able to explain your blog in a short sentence. There are many blogs out there and each one is competing for readership from a certain target demographic. Without a solid topic, your blog will not reach your desired success and get lost in a sea of clutter.

3) Are you qualified to write about the topic?
People will be reading your blog and looking to you as a credible source for your information.

4) Can you write enthusiastically about your topic?
Blogs are conversational and your personality is bound to come through in your writing. Would you be excited to have a conversation with someone about your blog topic? If not, it may not be for you.

5) Can you accept criticism?
Blogs allow others the opportunity to comment on what you have written. Those comments will sometimes differ with your own opinions and it is important to openly accept that without going crazy.

If you answered yes to these questions, I highly suggest you take a look at starting a blog! Information and tools are readily available to help you along the way! Happy blogging!