Messages hold a lot of power in marketing. Especially when
it comes down to Social Media, the medium itself becomes the message. Like
Marshall Mcluhan once said, "the medium is the message". But when you
let the power of automation peep into your online pages, ocassionally
(automatically) letting computer brains communicate with real people, you are
in fact breaking the ideals of a 'social' medium. Not just that, you are also
making yourself vulnerable to social media disasters.
You have time and again listened to the loud cries of
"engagement" and "transparency" of brands on Social Media.
But a cloud looming over your online interactions is the need for automation.
It is technology supporting you in every possible way empowering businesses to
reach audiences on social media like never before. But again, if not done
right, it wins you an unholy identity you never wished for.
Ideally, every organisation expects itself to stay true to
your social media roots. The online audience is extremely fragile and sensitive
that not everyone would stand being tricked by a 'fake' you. Situation demands
timely response and effective interaction. And you should really find serious
time to interact with the online community.
Convenience
shouldn't turn into a luxury
Being able to send your message on multiple social sites is
a necessity. Automation shouldn't be a reason for you to relax and shut down.
Social Media is no child's play and it should be dealt with prying eyes and
alert senses.
Stumbling
upon blunders
There's an unwanted list of social media blunders piled up
every day. It's entirely your choice, whether or not to find a place there. The
scene is as vulnerable as ever; even the biggest of brands like Dominos made it
to the list.
Case Study
- Feedbacks can be good too!
Feedback on social media is the conversation you wanted. And
when it happens to be a positive feedback, you shouldn't miss on that. Dominos
didn't really miss it; but they made a mess of it. (This happened back in 2013)
Here's a happy (soon-gonna-be mad) customer posting some
serious compliment and Dominos wasn't really happy at all. They replied with an
apology.
Rightly guessed, the reply was automated. There's wasn't a
way back now, and all Dominos could do was jokingly try to cover up the auto-response.
Being
at the customer’s service
People don't like canned messages. Especially when talking
to a brand they follow, they expect the brand to be real and not a robot
pressing the same button for every action. It's just like talking to your
customer offline. You have to have a human voice everywhere.
Technology is the real irony here. An automated message fades away the reliability and loyalty of brand towards its customers. To have a flawless social media life today, you need to build a comprehensive social media strategy. When conversation extends to personal interaction and individual communication on a volatile medium like Facebook or Twitter, it’s good to have it at least monitored by sensible human brains.
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