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Social Media Automation:
The Good and the Bad


       Here’s the bad



                           @amyvernon
                           #TheLabNYC
                           #SMX #25A
What Is Automation?

“The technique of making an apparatus, a
process, or a system operate automatically.”
                            Merriam-Webster




                                         #TheLabNYC
                                         #SMX #25A
It doesn’t have to be bad




                            #TheLabNYC
                            #SMX #25A
Keep the human element
• IFTTT.com – If this, then   • Triberr
  that.                          – Carefully curate the
   – Starred items from my         “tribes” I’m in
     Google Reader are           – Don’t automatically
     moved to my BufferApp         share everything
   – Facebook photos I’m         – Know whose content I’m
     tagged in are                 sharing, it sets the
     automatically                 schedule
     downloaded to my            – Can have others
     Dropbox                       automatically share your
                                   content.
                                                   #TheLabNYC
                                                   #SMX #25A
Wasn’t this about the bad?
OK, OK.
How about this?




                               #TheLabNYC
              Comic via xkcd   #SMX #25A
Progressive Car Insurance




                                              #TheLabNYC
           Twitter snapshot via NY Observer   #SMX #25A
Progressive basics
• Matt Fisher wrote a Tumblr post
• It was extensively reblogged and tweeted
• Progressive set up an automated tweet to
  respond to all those tweeting the post.
• Did I mention the tweet was too long and so
  was posted on Twitlonger?


                                                    #TheLabNYC
               Research by Ann Marie Van Den Hurk   #SMX #25A
Let’s Look At That Again




                           #TheLabNYC
                           #SMX #25A
What Went Wrong
• Progressive looked uncaring
• Progressive expected those it was tweeting to
  to work extra to get the full response.
• Poor Flo. Her smiling mug just made the
  message even more insensitive.




                                          #TheLabNYC
                                          #SMX #25A
How Not To Use Triberr




                         #TheLabNYC
                         #SMX #25A
How Triberr Works
• Join “Tribes” according to interest or
  friendships
• RSS feeds of their sites or content stream in
• Able to share content on
  Twitter, FB, LinkedIn, G+, StumbleUpon&
  elsewhere directly from Tribal feed.
• Automates scheduling to Twitter/FB/LI

                                            #TheLabNYC
                                            #SMX #25A
#TheLabNYC
#SMX #25A
Doing it Right
• You’re vetting the posts you share before
  approving
• You’re following people you trust and so even
  if you approve an individual post first, you’re
  certain of the quality




                                            #TheLabNYC
                                            #SMX #25A
Danger Zone
• “Atomic tribes” enable you to automatically
  tweet anything by the person whose tribe it is
• Ease of approving posts for sharing means
  many share without reading.
• Some people join any tribe they can and share
  everything without paying attention



                                          #TheLabNYC
                                          #SMX #25A
#TheLabNYC
Image via Travelfish   #SMX #25A
What about HootSuite?
• Choose a site you love and would tweet out
  just about anything from
• Stick in the RSS feed
• Voila! (Side note: NOT Wala!)




                                         #TheLabNYC
                                         #SMX #25A
#TheLabNYC
Image via Econsultancy   #SMX #25A
Give a Hoot
• Do you know you want to share EVERYTHING
  from a site?
• What if sponsored posts are included in that
  feed?
• What if your beloved covers a story days after
  everyone else?



                                           #TheLabNYC
                                           #SMX #25A
#TheLabNYC
Image via TechnologyVehicles   #SMX #25A
Takeaways
• Use automation to streamline, not replace the
  human touch
• Make sure you know what you’re sharing
• In a crisis, be of the moment.
• Don’t. Be. Stupid.




                                         #TheLabNYC
                                         #SMX #25A
Contact me
  avernon@internetmedialabs.com
  www.internetmedialabs.com


        www.Facebook.com/AmyVernon
        www.Facebook.com/InternetMediaLabs

        www.Twitter.com/AmyVernon
        www.Twitter.com/InternetLabs

        http://j.mp/AmyVGplus
        http://j.mp/IMLGplus




                                       #TheLabNYC
                                       #SMX #25A

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Social Media Automation: Here's the Bad

  • 1. Social Media Automation: The Good and the Bad Here’s the bad @amyvernon #TheLabNYC #SMX #25A
  • 2. What Is Automation? “The technique of making an apparatus, a process, or a system operate automatically.” Merriam-Webster #TheLabNYC #SMX #25A
  • 3. It doesn’t have to be bad #TheLabNYC #SMX #25A
  • 4. Keep the human element • IFTTT.com – If this, then • Triberr that. – Carefully curate the – Starred items from my “tribes” I’m in Google Reader are – Don’t automatically moved to my BufferApp share everything – Facebook photos I’m – Know whose content I’m tagged in are sharing, it sets the automatically schedule downloaded to my – Can have others Dropbox automatically share your content. #TheLabNYC #SMX #25A
  • 5. Wasn’t this about the bad? OK, OK. How about this? #TheLabNYC Comic via xkcd #SMX #25A
  • 6. Progressive Car Insurance #TheLabNYC Twitter snapshot via NY Observer #SMX #25A
  • 7. Progressive basics • Matt Fisher wrote a Tumblr post • It was extensively reblogged and tweeted • Progressive set up an automated tweet to respond to all those tweeting the post. • Did I mention the tweet was too long and so was posted on Twitlonger? #TheLabNYC Research by Ann Marie Van Den Hurk #SMX #25A
  • 8. Let’s Look At That Again #TheLabNYC #SMX #25A
  • 9. What Went Wrong • Progressive looked uncaring • Progressive expected those it was tweeting to to work extra to get the full response. • Poor Flo. Her smiling mug just made the message even more insensitive. #TheLabNYC #SMX #25A
  • 10. How Not To Use Triberr #TheLabNYC #SMX #25A
  • 11. How Triberr Works • Join “Tribes” according to interest or friendships • RSS feeds of their sites or content stream in • Able to share content on Twitter, FB, LinkedIn, G+, StumbleUpon& elsewhere directly from Tribal feed. • Automates scheduling to Twitter/FB/LI #TheLabNYC #SMX #25A
  • 13. Doing it Right • You’re vetting the posts you share before approving • You’re following people you trust and so even if you approve an individual post first, you’re certain of the quality #TheLabNYC #SMX #25A
  • 14. Danger Zone • “Atomic tribes” enable you to automatically tweet anything by the person whose tribe it is • Ease of approving posts for sharing means many share without reading. • Some people join any tribe they can and share everything without paying attention #TheLabNYC #SMX #25A
  • 16. What about HootSuite? • Choose a site you love and would tweet out just about anything from • Stick in the RSS feed • Voila! (Side note: NOT Wala!) #TheLabNYC #SMX #25A
  • 18. Give a Hoot • Do you know you want to share EVERYTHING from a site? • What if sponsored posts are included in that feed? • What if your beloved covers a story days after everyone else? #TheLabNYC #SMX #25A
  • 20. Takeaways • Use automation to streamline, not replace the human touch • Make sure you know what you’re sharing • In a crisis, be of the moment. • Don’t. Be. Stupid. #TheLabNYC #SMX #25A
  • 21. Contact me avernon@internetmedialabs.com www.internetmedialabs.com www.Facebook.com/AmyVernon www.Facebook.com/InternetMediaLabs www.Twitter.com/AmyVernon www.Twitter.com/InternetLabs http://j.mp/AmyVGplus http://j.mp/IMLGplus #TheLabNYC #SMX #25A

Hinweis der Redaktion

  1. Matt Fisher’s sister died. She carried Progressive Insurance. The other insurance company paid out without fighting it, but guy was underinsured
  2. Duane Forrester uses to send out tweets
  3. Doesn’t have anything to do with anything, but I liked the idea of a robot ostrich
  4. Doesn’t have anything to do with anything, but I liked the idea of a robot ostrich