SCHEDULING POSTS VERSUS HUMAN INTERACTION

I recently came across this lovely blog from Seth Sparks and I felt the need to share it and also voice my thoughts on it.

Are Scheduled Posts Too Insincere

This entry was posted on April 26, 2012, in Marketing/Advertising and tagged . Bookmark the permalink. Leave a comment

I just listened to a relationship expert on the Today Show talking about the most common complaint of of his women patients: that their men don’t text enough.

His solution for men facing the relationship issue, was to utilize a service that would let you plug in all your texts (to said woman) in the morning and it would automate the sending of the messages at the time of your choosing. Immediately I thought to myself, how disingenuous is a scheduled text telling your partner you love them. It’s so fake and emotionless.

Then, as always my mind turned down a similar path. What about businesses that schedule their messages. If you are a business, are the messages you’re sending so bland that just throwing them out there at random times is good enough? Or are even your scheduled posts filled with enough genuine emotion that it will still resonate with your audience even if its scheduled weeks in advance?

Relationships are the fundamental goal of social marketing, but audiences are getting better and better at distinguishing dishonesty, and drawing closer to companies that are credible, and genuine in each and every message. If you’re scheduling all of your “I love you” messages, you’re likely not exhibiting a brand that will draw in long-lasting customers.

I could not agree more – Social Media has created a need for credibility, legitimacy and care. Seth touches on a very crucial issue here. A friend on mine and I were chatting just last night about the insatiable hunger that our would as developed for AUTHENTICITY – People don’t want to be fed just another line, they want “real”. The brands that get that and offer credible products and services will be the ones to rise to the top.

I would say this relationship “expert” should pursue a different career path perhaps as a politician?

I personally see some merit in scheduled tweets etc. for BUSINESS purposes, however it needs to be blended WELL with actual live interactions on the Social Media Platforms.

Social Media has emerged as a manner in which to dialogue with customers and partners – it is changing the way we do business. To schedule your blasts and not actually take a “relational” position also, relegates your Social Media Platform to the status of a glorified billboard.

“Billboard tactics” do not work on Social Media Platforms. They can be integrated into a broader strategy, but they cannot stand alone.

What are your thoughts?

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