Automation Is Pathetic Yet We All Still Do It


How many of you use Buffer, HootSuite, or some other 3rd party solution to schedule your social media posts? I admit it, I am one of those people. I like to schedule my tweets to get the most out of them and also because I love all the data I get back from Buffer. It allows me to see which tweets are performing well and which ones are complete failures, plus it gives me the ability to spread my tweets out instead of bombarding all of my wonderful followers all at once. Automation now plays a key role in the fast-paced world of social media and I guarantee that many people, including all those social media experts, use tools to automate many of their tweets and posts.  Everyone that does this, including myself, is pathetic…simple as that.

We schedule and automate our tweets/posts and also find ways to sync our RSS feeds to automated systems so that there is one less thing that we need to worry about. I first started using Buffer because I was told that it helps make tweeting more efficient and gets the best out of your effort…in turn, helping your following grow. It all sounded amazing to me and I started using it right away. This is by no means a complaint…it works wonderfully! This post is about how pathetic it is that we use these kinds of services to do a better job in social media. Let me know if you agree with my next thoughts because I myself am confused about my feelings on the whole situation.

Social media is supposed to be about social interactions, correct? There are so many relationship and connection words that are used to explain social media: interaction, engagement, influence, etc. and that is what it is truly used for. People use social media to connect with friends, family and new acquaintances while brands use it to create relationships with their consumers and audience. Social media is all about the bonds that are created and the interactions between people. What if these interactions are initially automated? Does this initial automation take away from the purpose of being social?

Okay maybe I am overreacting because if your tweets and posts are scheduled at peak times, then you can get more retweets and replies…in turn, increasing your engagements. Like I said, I am a little confused on my stance for this whole situation and therefore wanted to bring it up to see what your opinions were. My main concern is whether all this automation and scheduling takes away from the personal touch and social aspect of social media. What do you think?


Interesting point. Here's the thing: if you start automating EVERYTHING, then you're not going to create real-time personal relationships--totally agree with you on that. But, if you automate NOTHING, then you're not going to maximize efficiency in reaching new readers/audience. The reason why I automate is to widen the net and up the odds of catching more eyes on our content. I think the whole challenge of social media is to gain both quality and quantity--to do this, we need to find a balance. Automate posts, and then take some time to engage/respond in real-time.

anandp29 moderator

@RitikaTrikha I actually have come to the same conclusion. I mean it would be ideal if everything could be done without automation but the truth is that automation allows for us to create more engagements through strategical posting.