Social media on auto-pilot - the do's and don'ts

Engineering PR | technical PR| technology PR
For business owners, finding the time to juggle online and offline business growth can be a struggle. Whilst social media automation tools help business owners save time and plan ahead, relying on these tools too much can put you at risk of ruining your social media reputation. It’s important that your audience knows that there’s a real person behind the social media accounts, so here are a few ways to achieve success using social media automation tools.

By Jessica Phillips

Scheduling in advance

It's a given that when you're out of the office, you can’t dedicate the same amount of time and effort to social media. To ensure that you don’t neglect your social networks while away, schedule your social media updates in advance to maintain a consistent presence.

Remember, the most effective social media updates are usually timely. When scheduling, be sure to check over your dates and times so you're not wishing your followers a great weekend on a Monday morning.

Finally, don’t use social media automation to schedule the same message to all networks. With Twitter, make sure your message is clear and concise. For Facebook, add more information to increase engagement. And for LinkedIn, adjust your tone to fit a professional audience.

Direct messages

I've lost count of the amount of times that Stone Junction has received the direct message, 'Hi Stone, thanks for following!'. As a whole, automated direct messages don't work and leave your followers clicking the 'mark all as read' button without even looking at what your business does.

If your connections don’t feel like there’s a real person behind it all, they won’t want to listen or engage with you. Take the time to look at your recent follower's profiles. Do your research and send a personalised message, thanking them for following and asking questions about them and their business.

Analyse your updates

One way to maximise social media engagement and response is to optimise publishing times. Social media tools such as Buffer and CrowdFire not only assist with Twitter growth, but show you the times that your followers are usually online. After all, there is only so long that you can browse your Twitter feed and if your post isn't new, it's unlikely that they'll see it.

Tools to help you track hashtags come in many shapes and sizes with some that focus on monitoring the conversation, top influencers and tools that help you understand exactly what hashtags mean.

One hashtag analytics tool that we use at Stone Junction is Ritetag. When you sign in using your Twitter login, Ritetag judges whether the hashtags you’re using in your tweets are appropriate. You can also look through a list of currently trending hashtags and find statistics such as the number of tweets and retweets per hour and potential reach.

There's no doubt that social media automation tools can be a life-saver for small businesses and, if used correctly, can help maintain a consistent social media presence. Just remember, keep it personal and targeted to avoid losing your reputation as an avid social media user.

Finally, if you would like to see how Stone Junction keeps it personal, follow us on Twitter. Alternatively, we have a Facebook page too.


Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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