Tom Hespos at iMediaconnection has identified the five sure-fire ways to kill your social media campaign. It’s a great list, and anyone looking to start developing a social media campaign needs to read these.
The only no-no in his article that I’d question is #5 – Trusting Automation over a Human Being. With organizations that have a large amount of possile Twitter material, having automating functions as are built into CoTweet and HootSuite are essential. For example, a large organization I have been advising on social media platforms has a calendar which normally have five to ten events per week day to promote. While their office does not have the staff to sit on a Twitter feed each day to send these messages out, with Hootsuite they can add the inclusion of a Tweet as part of the process of entering an event into the calendar, thereby allowing the calendar to be developed weeks and months before an event.
Will doing so erode trust because the audience can see the tweets were prescheduled using HootSuite. I’d like to think no, if the tweet account makes sure to continue to respond to conversation and RT on a regular basis, so its feed contains both live and automated responses. In the end, an organization will be limited by the resources it can put towards the communications channel.
LINKS
CAMPAIGN KILLER #1: Putting Tactics Ahead of Strategy
CAMPAIGN KILLER #2: Dishonesty
CAMPAIGN KILLER #3: Commitment Issues
CAMPAIGN KILLER #4: Excessive Adspeak
CAMPAIGN KILLER #5: Trusting Automation Over Human Beings
