Automating Social Media: The Do’s and Don’ts
Automating Social Media: The Do’s and Don’ts
“Time is arguably your greatest resource”
Technology was meant to provide us with tools that help us to meet larger goals, faster. This boils all the way down to a small or local businesses goals and even personal goals.
Just on the horizon, in fact, is the existence of Facebook Bots. These Bots are already here and being tested by Big Brands in an array of industries including information, flower delivery and retail.
The Facebook Bots will allow a business to incorporate a menu type list of automated options for a slicker user experience. The bot then can have a conversation based upon the user’s selection and even offer basic QnA. The power will be in the Bots power to engage, inform and apply action (accept orders or schedule a visit, for example).
While this type of automation is still in R&D, automation as a whole for marketing, business and especially social media is definitely not new. And if you are not using any kind of automation, your business and your time is suffering because of it.
Listed below are the do’s and don’ts your chiropractic clinic should implement and/or remove from your overall marketing strategy to leverage your platform.
Do use tools like Hootsuite to schedule posts across your multiple social media platforms. Do schedule out your Facebook posts using Facebook’s schedule post feature on your page.
Live on multiple social media channels
Do consider the multiple social media channels - Facebook, Instagram, Linkedin, Twitter, Snapchat, YouTube, Medium, etc - to be like TV Channels - ESPN, ABC, Bravo, NBC, CBS, Food Network, etc. Why wouldn’t you want your message to be broadcast on all of the channels through local targeting?
Do use IFTTT to create recipes that will automate cross posting and auto posting. Some of ChiroSocialTech’s top recipes are:
If you are creating original content, which you should be doing, using MeetEdgar can help the content to be shared throughout time. This is best used for your Blog Writings and YouTube Videos.
Use Crowdfire for Twitter
Crowdfire for Twitter will set up an autoresponder direct message anytime someone follows your account.
Email Marketing is the most underused online (free) tool available to local businesses. A strong social media business goal (or KPI- key performance indicator) is to push people from a Social Media post to your website and sign up for email list. Having an automated series set up in your email marketing system (MailChimp and InfusionSoft are two ChiroSocialTech favorites) to welcome them once they sign up for your email list will save you and your staff a ton of time and begin to engage people on a deeper level.
You must test the automations after you set them up. Most importantly, your IFTTT recipes. Watch your accounts and if something doesn’t look right or is broken (for example, links missing) then go back and adjust the specificity of automation or simply delete.
Schedule Facebook Posts through 3rd Party Apps
This rule of thumb is only broken for MeetEdgar. Otherwise, weekly content I am scheduling out in real time, I will schedule directly through the Facebook Page app on mobile or through page on desktop. The same content then I will schedule (editing the text to fit platforms, slightly) through Hootsuite to the other channels.
Only Schedule Posts
While having automations and scheduled posts will save you a ton of time, you do still want to input “live” content into your social media strategy. Especially focusing on your top two sites. Many times this will be Facebook and Instagram. If you are unsure which top two are best, this is something we help you dissect inside The Ultimate Chiropractic Social Media Strategy Vault.
Only Automate Social
A strong social media strategy begins well before the posts and well beyond. Posting and scheduling posts is just one, tiny, piece of a social media strategy. Inputting a proper planning session in place for Social Media included in your overall marketing planning sessions will help you leverage content creation and scheduling needed activity.
Fail to Re-Test Automations on a Schedule
There are two main reasons you will find value in retesting your automations on a schedule, minimal to quarterly or even every 6 months. The first is simple, update them. Change them up. If you are doing an auto tweet message, change the message. If crowdfire DM, change the DM’s. The second is because the tools themselves change. They many times will have more or enhanced features for you to use.
Fail to Own your Schedule
Social Media is not one and done, set it and leave it, or throw stuff out and see what sticks. While at one point, Facebook and Snapchat may have been the ultimate waste time sites, they have now turned that into the ultimate communication networks out there. Own your schedule means to plan. To properly plan you must first schedule to plan (or plan to plan, if you will!). Right now, in your calendar, schedule out times (realistic) that you will work on Social Media. The first session is a review of your sites, The second session is Planning. The third session is set up. The fourth session is content creation. Work with The Vault to get super focused on what to do in blocked times to ultimately free up your time.
Thinking small and thinking as if social media for your business doesn’t matter. Or that it can’t grow your bottom line is where you will fail to beat your competition in the marathon. Use the platforms mentioned and automation tools to leverage your voice and be a healthcare expert in your area.
So many times, I see great chiropractic content being created in the form of blogs, infographics, videos, testimonials and events only being shared once, and many times only to one place. The goal is to create quality over quantity content and in that, re-purposing it at a high level for your audience to have