It’s been playing around in my head for a few months and today I bit the bullet … disabled RSS Graffiti, the app that auto-posts my blog articles to Facebook and Twitter and will now start manually posting.
I know! We live in a microwave society and everybody wants to get more from as little input as possible. I’m just as guilty, but I learnt a long-time ago with YouTube, that manually uploading and optimising your videos works far better than using automated software.
Not sure why it’s taken me so long to make that decision where Facebook and Twitter are concerned but here is how it started …
I remembered that Mari Smith had talked about the reasons for not auto posting to Facebook and decided to do my homework.
Auto-Posting to Facebook Decreases Likes And Comments by 70%
This is according to Josh Constine’s, writing for Inside Facebook who suggests that all pages using auto posting apps should be manually updating if possible. Josh writes,
Facebook Pages that automatically publish content to the news feed through third-party apps such as HootSuite, TweetDeck, and Networked Blogs receive an average of 70% fewer Likes and comments on their posts per fan, according to a new study by Applum, developer of Page tool EdgeRank Checker. The study says the difference is likely due to Facebook reducing the prominence of posts published by third-party APIs, and Facebook collapsing updates from the same API from across a user’s friends and Liked Pages.
Nicky Kriel, Social Media Coach and Trainer came to the same conclusion about auto posting having listened to Mari Smith’s presentation at the Social Media Success Summit back in May 2011.
So Why Use Auto Posting Apps In The First Place?
Some would argue it’s easier, some might call it integration and then there are others, like me, who will just have to admit that it’s downright laziness.
We all want social media, but we don’t really want to relate and interact.
It’s far easier for sure to write an article, and have an app push that one piece of content out to as many social circles as possible, some of which we never even visit.
However, this isn’t social interaction and although I would have argued against it some time ago, if indeed it’s correct that Facebook reduces the prominence of posts published by third-party APIs, I say good for them!
It gives those who want to focus on the human element of social media to excel.
Social Media Needs To Remain Relational
And in my view, automated software just doesn’t cut it and doesn’t build real engagement.
Gary Vaynerchuk in his book, Crush It, talks about how in his early days of going social, he spent hours reading comments and engaging with his and other people’s readers. He talked about how he answered their questions, interacted with them, found out what they wanted and then tried to deliver what they asked for.
Seriously now, when you think about it, how can automated software add this level of meaning, engagement and relationship building to any business.
In truth, it can’t.
And I’m beginning to understand that this is one of the primary reasons some people are finding that social media is a waste of time.
It is if you treat social media like most people do networking … show up in the hopes that they’ll find someone to pitch.
You know what I’m talking about! Most people do networking really badly (me included … in fact, I don’t even bother unless it’s online). They’re like leech, looking for their next host. They don’t really want to engage, they just want to know, “are you ready to buy?”
social media is the new networking and so we had better get better at it … and fast!
Why Auto Posting Works For Some?
There are going to be groups, like celebrities and the TV Evangelists who do well using software such as HootSuite, but remember, they are on TV! Check when their scheduled posts are published and you’ll find it’s consistent with the timing of their airing on TV or radio.
Had to slip this one in just in case anyone asks!
It’s Time To Get Social
No pun inteneded, but it really is time to get (as in understand) and get (as in interact) social.
Just like the search engines and SEO, the more you try to cheat the system, the more work you’ll end up doing in the long-run.
Dig deep into the reasons social media exists and decide to do it well or not at all.
Until next time,