Are you putting your social media promotion on autopilot by using third-party APIs to publish automatically? I want to provide some suggestions. It would be best if you took some time right now – after reading this educational blog post, of course – to step back and reevaluate your plan.
Going too far is never a wise idea when it comes to auto-posting. It is poor social media etiquette, and it will have a negative impact on your social media marketing approach. When you approach Facebook and Twitter-like an RSS feed, your fans and followers will abandon you in a heartbeat and find a new home somewhere else.
Not to be misunderstood, I’m not saying that every social media auto posting is detrimental to your social media marketing performance. That would be unfair to third-party APIs such as those used by HootSuite and TweetDeck, among others. And, after all, it is not the technology that is at issue here. The trustworthy source of the problem is the laziness of individuals who make use of technology. See what happens when you place an excessive amount of reliance on auto-posting software in this article.
Showing up in a Star Wars costume at a Star Trek convention is not a good idea.
Social media etiquette necessitates that people responsible for distributing material understand the differences between each social network as well as the ecosystem that exists inside each network. A post featuring a slew of Twitter hashtags, for example, will not be well received by Facebook fans. Moreover, the people you connect with on LinkedIn aren’t interested in clicking on links to videos and images of your sister’s son’s third-grade play.
When you opt to push the “Publish to All” button and distribute your material in the same format over the whole social media globe, you will undoubtedly cause some consternation among your followers. Consider the situation as if you were to show up at a Star Trek conference wearing your new Darth Vader garb and make a spectacle of yourself. That’s not going to fly with the three hundred fellas dressed as Captain Kirk in the audience.
Remember that posting dull, repeated material to your Facebook page and spamming your Twitter followers with auto-post links and retweets is far worse than simply being unprofessional. It also demonstrates your complete lack of comprehension of the psychology of participation. Moreover, an unengaged audience, regardless of the social media platform or ecosystem in which they exist, has the potential to convert your social network into a ghost town swiftly.
Is it time to call it a night for Facebook auto-posters (again)?
The guys at Facebook may give you another cause to doubt your dependence on automated posting technologies, even if your poor social media etiquette has no negative impact on your company’s bottom line. I use the term “may” since Facebook has said that users of third-party APIs would not be penalized. However, according to a new study by Hubspot, this is not the case.
Brand pages that used auto-posting software, according to Hubspot data, suffered significantly once Timeline was implemented across all of their pages. In fact, according to their findings, content shared through third-party applications received 67 percent fewer Likes and 60 percent fewer clicks than equivalent content submitted directly on Facebook. Although there is no definite explanation for this reduction, the majority of experts point to Facebook’s EdgeRank algorithm as the source of the problem.
This is not the first time that concerns have been raised regarding Facebook punishing users who use third-party apps, as previously reported. Facebook’s developers have made improvements and altered the algorithm to create a more level playing field for everyone in the past. There are speculations that, despite their denial that EdgeRank penalizes auto-posters, Facebook is once again adjusting its algorithm in order to narrow the gap left by the debut of Timeline on the platform.
In the long run, moderation and high-quality content will prevail.
Using time-saving social media auto poster tools like Hootsuite and Tweetdeck to automate your social media posting strategy will continue to save you time as you go forward with your social media posting plan. Make sure, though, that you establish a mix that leans more heavily on manual posting as you go about your business. Remember to prepare your material uniquely and appropriately for each social media platform while setting up your scheduled auto-posts. Most importantly, regardless of whether you use auto-posting or not, you should always offer high-quality material that engages your audience.