Internet Marketing Digital_marketing_for_dummies | Page 235

Knowing When to Automate
Although we end the previous section by cautioning you not to automate everything, there
are times when automating your social media content is acceptable. In fact, you can greatly
enhance your social influencing efforts by using automation tools. We can say the same
for social selling. Automated tools can keep your gated offers and deep discount offers in
front of your followers without manual effort. On the flip side, you can appear very
disingenuous if you attempt to automate the conversations that take place in the social
listening and social networking stage. These conversations require an actual person
responding in real time, whether you’re handling social customer care issues or
participating in discussions with influencers on the social web.