Tag Archives: automated

9 Characteristics Of Human, NOT Automated Social Media Marketing

Human characteristics of social media marketingThere are a few highly important things that separate big brand social media marketing from everyone else, and that is the human component. Big brands are able to focus their social media marketing on their brand, branding and advertising components that are centered around the company’s image and other major media advertising components. There is little human connection, conversation or relationship building coming out of the larger brands. The majority provide little to none selfless value and it is all about the creative and messaging, which by the way we enjoy seeing some of it.

The Big Brand Approach

As an example of how many larger brands approach social media marketing, I will share an example. I will not name the large beverage company, but I will say that I am a fan of their product and buy it regularly.

The story:

About two years ago, being a loyal consumer of a specific beverage, I decided to show my loyalty to them in social media. I mentioned them several times a week, shared pics of their packaging as I used it, etc. On a rare occasion I would receive a response or a thank you and I was good with that, but that soon completely ceased. In replace of the rare response, they began to engage ME on a weekly basis. Sounds good right? Not so fast…

The engagement I received from them, every single week hence forth was simply them tagging me about their latest news, product launch or promotion. You see, they realized I had influence within social media and decided to use me to further promote their brand. No relationship investment was every made on their part, no human connection or interest shown in me as a person or my company. Simply bold and direct promotional (spam).

They may get away with this with others, but not with me. I have completely disengaged with said brand on social and you know what? They never engaged with me again after I stopped mentioning or promoting their content. There is a difference between social media relationships and direct marketing. Most large brands do not care to understand this fact.

The Relationship Reality

At the end of the day, all non Fortune 5000 brands that are lacking the huge resources and established customer base, really need to look at and approach social media marketing very differently. Long term focus, care and gratitude with authenticity, combined with human connection is what gets results.

9 characteristics of social media marketing:

Here are just nine ways you can improve your human relationship perception in social media as well as identify other brands and connections that get it too.

1) Profile picture  – The account photo is of the real person behind the social account. This is mostly common for Twitter, Linkedin and Facebook personal accounts. However, as a brand matures on Twitter, building the brand beyond the main contacts personal image is important. Remaining human after that transition will determine how effective you are from there.

2) Profile Bio – Does their social media bio contain things about them as a person, not just a pitch for what they do? Relationships require personal connections, not just business needs. Today, business IS personal. Humanize your brand.

3) Responsive – When you mention or engage with them, do they actually respond? Do they respond in a timely manner, when you are still logged in?

4) Grateful – After sharing their content, is it met with gratitude in the form of a like, comment or reciprocation? This is something only humans do.

5) Interest – Humans show interest in others, not just themselves. Do they show interest in you and/or what you do?

6) Selfless Value – Their timeline is not just posts about them or what they do.

7) Conversations – Their timeline contains conversations with others.

8) Relevance – Their timeline contains relevant content you’re interested in, not solely their industry related things.

9) Real – A real person/personality is detectable behind the profile when you interact with them

The Perils Of Auto-pilot

The other opposite end of the spectrum from Big Brands are the newbie automation users. Those that send automated or manual sales messages as private messages on Twitter on LinkedIn, immediately or soon after connecting with them and without any relationship effort made on their part, they move right to pitching their wares. Another newbie auto-pilot tactic is using tools that tag others about your sales pitch in-stream based on something they posted previously, or any other contrived method. I could go on, but you get the idea.

The only place that in-feed or private message automation sees results is from newbies using it with/toward other newbies that do not yet know better. The brands and marketers that are using automation don’t understand social media and how relationships with long-term focus connect. Making matters worse is that new social network users who respond to these non-human automated tactics don’t either. The clicks garnered by the automation folks are short-lived and requires a constant stream of newbies in order to get traffic, clicks or results long-term.

This short sided tactic ultimately gets reported so much by more experienced users, and the reputation of automation marketers becomes clear to future new connections, so that it eventually slows and ceases to obtain even the smallest results.

Wrapping It Up

Spam is spam, whether it is done via email or within social media marketing. Failure to understand the personal, human level connection elements within this marketing medium means a lot of frustration, lack of real results and wasted time. If you are going to invest the time doing social media marketing, invest it in providing value, being human and present, while getting into conversations that build real relationships.

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Filed under advertising, Audience, automation, Brand, Community, Content, Human, Marketing, Relationship, Social Media, social media automation, Social Media Marketing, Strategy

The New Twitter Bots Taking Over – What you need to know

Over the last few weeks I have been noticing a new type of Twitter bot that has been rapidly increasing its activity. The newest series of bots do not appear to be the normal malicious virus linking type of old, but something quite different. After tracking what I’ve been seeing for a couple of weeks now, I decided to share what I’ve been seeing and offer some suggestions of how we can combat this added noise together.

Why is this important and how do harmless bots affect you anyway?

First, I think it is important to explain why this should matter to you. In fact having bots that are pushing an incredible amount of useless noise into the social graph (namely Twitter in this case) does affect you and here’s why. Twitter is a linear social network that displays status updates as they are posted by users. Unlike Facebook, which uses an algorithm to determine what posts to display in your newsfeed, Twitter simply displays posts as they are made, then those posts scroll down through the millions of others posts being made by others.

Having bots (virus laden or not) designed to automate posting of useless content, graphics or other posts to the Twittersphere only clutters newsfeeds and adds to the noise, making your posts less likely to be seen and therefore less effective. It is my belief that whether it is a bot like I am discussing today, or any other useless posting automation such as “my most influential followers”, “welcome tweets” or “I’ve added your tweet to my useless RebelMouse page”, all distract from the effectiveness of the Twitter platform.

Secondly, there could possibly be something far more sinister going on here. More on that in my summary below.

What I have found about these new bots:

Twitter Bot ProfileI have noticed a pattern of these new bots. As you can see in the example pic to the right, they all seem to have some very similar traits that are slightly different from what I have noticed over the years. Here are some of what I have noticed:

About the Profiles:

1) They all usually have what appears to be a lifelike name.

2) They all usually have what appears to be a lifelike bio.

3) Most seem to have a USA location.

4) They never have a website link.

5) They all seem to have what appears to be a lifelike human photo that is not sexually charged as with other bots.

6) Many of the accounts show they were created some time ago in 2013

7) They all have virtually no followers and/or follow very few accounts.

About the Posts:

Twitter Bot Tweet1) They often tag people they’re not following in their posts.

2) Their posts are clearly an automated compilation of pseudo retweets or comments on other people’s tweets.

3) They never include the link that was in the original post they are retweeting.

4) They sometimes upload an unrelated graphic for some of their tweets.

5) All of their tweets show they are post from “Mobile Web (M2)”. Meaning that they are using mobile protocols to send the tweets rather than standard web related functions. (THIS is extremely rare with most Twitter virus bots)

6) None of their posts are spam, virus links or contain URL links to various websites.

7) A percentage of their posts are text only and seem to be randomly generated sentences designed to get someone to engage with “What? or Huh?”. Ask what they are talking about or something along those lines.

A Summary and My Theory of what could be going on here:

The volumes of tweets coming from these clearly related bots is quit concerning. Of all of the bot incidents I have witnessed on the Twitter platform, this series is easily the highest quantity and diversity of content, tagging and so on. The sheer volume of the noise they are adding and the fact that many of the account creation dates are older, unlike most bots is making them fly under Twitters normal radar flagging.

But is there something more sinister going on here? I think that might be a possibility…

If some hackers have figured out how to flood Twitter with bot generated posting that can fly underneath Twitters radar better than anything else attempted before, using mobile protocols instead of web, are they simply perfecting their methods for something else? My concern is that these bots are potentially far more dangerous because the unique approaches they have taken, the volume they are able to generate and most importantly that they are more difficult for the average or inexperienced Twitter user to recognize as a bot. These culminate to create a perfect storm for a later virus campaign that could have massive implications to millions of people should my hunch be proven accurate.

So be aware these bots clusters are there, learn to recognize them and watch for changes that include URL links that are designed to execute a future mass virus attack through Twitter.

What can we do about it?

There are things we can and should be doing about this as responsible Twitter users, both to reduce the bot noise on the platform and for the potential security risk that it could potentially represent.

In short, report all Twitter accounts that you see that have these patterns. The more reporting for spam that is done on an account early in their tweeting cycle, the more of a red flag it is to Twitters systems. The longer an account goes without having numerous spam reports, the less likely Twitters security algorithms and teams are to catch it.

Have you noticed the flood of these specific bots on Twitter recently?

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Filed under Content, Social Media, Spam, Twitter

The Significant Difference Between Autopilot and Marketing Automation

This last week we had a BundlePost user state that they wanted their social media marketing on “autopilot” and thought that’s what we did or advocated. Nothing could be further from the truth. Marketing automation and the term autopilot have no relation to one another in social media marketing. One is a carefully thought out and actively managed strategic component of an effective social media program, the other is liken to a drone with no pilot, mission or results.

social media marketing on autopilotIn the commercial aviation industry, millions of dollars are poured into the avionics and systems that keep aircraft in the air, comfortable for passengers and controllable by highly trained pilots. These systems are all integrated together to make the function we all know and understand as autopilot, possible. But what we never see is a plane placed on autopilot, without an experienced captain monitoring all aspects of the controls.

Pilots would never put their plane on autopilot, leave their seat and subsequently allow the plane to cruise unattended. Not only is that illegal and against all common sense and regulations, but it’s incredibly foolish and would be an accident going someplace to happen. On the contrary, there are two pilots in every commercial cockpit even though autopilot capabilities are on board. Both professional pilots are present, strapped in their seats and always ready and able to respond to any circumstance that arises.

Autopilot was never developed or designed to fly an airplane unattended, nor was it ever meant to be used as something to replace an experienced pilot. Advanced technology is designed to help efficiently manage some mundane human tasks, freeing up the pilots to ensure a smooth flight and potential problems or opportunities.

Let’s put some clarity to the differences between these two distinctly different marketing approaches as it relates to social media marketing. We will give six examples of each and provide a little detail as we go.

Social Media “Autopilot” Tactics –

Social media success does not appear by accident, or via automation, rather it can only be achieved through consistently executing proper strategy, activities and human interaction.

Accepted social marketing tactics do NOT include the following activity, tools or automation:

1) Auto-posting content from any source – This is not strategic, safe or effective.

2) Auto-tagging and posting messages – This includes things like newspaper posts that tag people you’ve automatically displayed on your Rebel Mouse or other newspaper pages, “top influencers tag messages” or any other similar tools or systems that auto-post to your pages, profiles or timelines. They are clearly automated, provide ZERO value to anyone (including yourself) and most people know this.

3) Automated Timeline or Direct Messages – We all know these are automated and not sincere as a result. We ignore not only the message you have automated, but we will likely ignore you hence forth.

4) Automated Retweet applications – Some of the newest horrid autopilot technology is the automated RT app. This little gem lets you select specific people/accounts and it will automatically RT their tweets at specific intervals. This is like an accident going somewhere to happen. It’s not effective, don’t do it.

5) Automated Pitch Tagging – We just connected (or have no relationship) and your autopilot solution tags me to pitch your link, blog, website, product or service. Have you ever wondered why email spam is now illegal? You’re doing the equivalent on social media and your brand and results will reflect it if you don’t stop. In fact many (including myself) report accounts that do such spamming, every time it happens. Wonder why your account gets suspended? Now you know.

6) Automated Engagement Posting – Imagine going to a networking event and when you introduce someone to somebody else, or tell someone about another persons book or product, the person you were referring to, took out their smart phone and played a recorded message. Or better yet, imagine that you were having a conversation with someone and a person or brand you’ve never heard of, jumped in to the conversation to tell you about their product all because he overheard you mention the word “fruit”.

Whatever you would do in real life, you should do in social media. Whatever you would never do at a networking event or walking down the street, don’t do in social. It’s not more complicated than that. Autopilot does not get real results in social media and will damage your reputation.

Consider this: If you and thousands of others are using such autopilot tactics in their social media marketing and hundreds, if not thousands are connected the same people, your autopilot tagging and posting are also appearing to the same person. What do you think the impression of your brand, product or service is when your automation is just like everyone else’s automation and being seen by the same person? I can tell you. You just became a brand or person they will not be doing business with.

“If your social media isn’t getting results you need less automation, more human & the right tools” ~@fondalo

Social Media Marketing Automation –

If you expect to get results there are a few social marketing automation functions that you need to be doing. Liken these activities as the aviation autopilot explanation we discussed earlier. You, the pilot are always there in the seat, but the plane’s autopilot can be running these functions for you.

1) Landing Page, Lead Capture, Email Drip Campaign – If you are using social media for marketing and do not have a clear marketing automation path for your prospects, you are undoubtedly not achieving the results you should/could be. Understanding your prospects click-through, registration and sign-up/order flow is extremely important and requires sales automation to be most effective.

2) Content Curation Scheduling – You must have enough relevant, valuable content in your social streams every day. It’s part and parcel effective social media. I am not referring to Retweeting or sharing other people’s curated content, but discovering and posting content that resonates with your audience. Though you should sometimes RT and share, you need to build thought leadership around the topics that drive your audience, and that requires you to aggregate and curate content they want. Scheduling these posts is a requirement, unless you have unlimited time and aren’t going to do the things that actually get results, like having conversations and building relationships. (I am being very sarcastic here. You must engage with your community if you expect results) You can either spend time posting content, or engaging and driving ROI from your efforts. Content curation scheduling is imperative!

3) Community Growth Targeting – Using tools that will help you identify your target audience and connecting with them enables you to grow your community and leverage the Social Media Connection Cycle. Finding and connecting with your customers and prospects across the social graph is extremely important. Doing it manually is cumbersome and extremely inefficient.

4) New and Evergreen Content Scheduling – When you create content in the form of blog posts and articles, you need to share that to your streams so your audience is aware. Posting it once is pointless, so you need to strategically schedule new and evergreen content multiple times when it is created as well as on an ongoing basis.

5) Scheduled Marketing Messages – If you have knowledge of something you will be doing on a specific day/time, scheduling your status update about it ahead of time makes perfect sense. Periodically scheduling marketing messages about what you do, that link to your landing pages (without tagging anyone) is appropriate and efficient. If you have done your other social strategy and activities effectively, you will earn the right to do so and people will read, click and share them.

6) Scheduled Graphics – If you are creating and posting graphics and photos to various social sites, you will want to ensure that you’re being consistent and frequent. You can’t be at your desk all the time and you shouldn’t be spending desk time doing such manual tasks. Scheduling this kind of content to your various social accounts is efficient and appropriate.

Wrap Up

There is a massive difference between social media marketing automation and autopilot. You need to know the difference and stop sheepishly replicating the activity other people are doing, when most of them are as broke and ineffective with their social media results as you are. Stop being part of the blind leading the blind and start understanding social media for what it is, not how the popular majority are using it (unsuccessfully). If you’re going to replicate what someone else is doing, you had better be darn sure that it is actually effective on the dollar and cents level and more importantly isn’t hurting your results instead of improving them.

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Filed under Audience, automation, Blog, Brand, BundlePost, Community, Content, content creation, Curation, Engagement, influence, Marketing, Relationship, Results, Retweet, Smart Phone, Social Aggregation, Social Media, social media automation, Social Media Marketing, social media tool, Strategy, Tools