Benefits of social media automation
The major benefit of social media automation is the possibility to save time and optimize the time you are going to invest in social media activity. This is especially important in cases you have limited amount of time available for this task. There is no doubt that social media presence is important, but sometimes it will be difficult to prioritize this task. So, having automation tools can help with maintaining your social activity on a certain level, while you are focused on other tasks.
Besides saving time, another benefit of social media automation is the possibility to keep your accounts active even when you are away from the office, for example during the weekend. Some studies confirm that the greatest number of users log in during the weekend, which increases engagement opportunities and chances to convert the users. Consequently, you should make sure that you publish content on social media at weekends. Scheduling posts to be published during the weekend can really help being active on weekends, as well as enjoying in your days off work.
Trying to reach audience from different geographical regions may be a part of your business and it might be difficult for you to optimize the posting activity in this case. For example, it might be night at your place of residence, while it is morning for your target audience. In this case, automation can help you reach your audience in the right time, regardless the time of the day in your country.
Disadvantages of social media automation
When using automation on social media you have to be careful not to overuse this method. High level of automation will cause your account to look a bit spammy and artificial. Users expect to see real people behind the social media account, someone they can contact, someone they can trust. If you use too much of automation, users might find it difficult to establish the connection, which will result in low level of engagement.
Furthermore, using automation prevents you from being current and keeping up with events. Regardless if we talk about a global event or situation you should comment on or if we talk about down time of your website, you will fail at reaching users at the right time if you completely rely on automation.
Although automation should be an inseparable part of social media marketing and as such, it is a very helpful approach, but in the same time you have to be very careful when using it. You want to make the most out of automation, to use it to supplement your social media marketing, without the risk of being considered as spam. What you need to have in mind that social network users expect to connect with others on social networks, so you have to plan being actually present on social networks in order to respond and interact with your followers.