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Automating your social media posts could hurt your startup’s online presence

  • Tech
  • Automation
  • Media (communication)
  • social media
  • Content (media)
  • Instagram
  • Facebook
  • Engagement
  • Twitter

Automating your social media posts could hurt your startup’s online presence

Tricia Aurelline Atmadja
Story by
Tricia Aurelline Atmadja

It’s the 21st aeon and automation sits on the brim of just about aggregate in business — chump service, development, and of course, marketing.

But is more automation always a good thing? 

Social media automation helps social media managers be more able in their job. You can bulk-schedule your content. You can cross-post bound and easily. With a bit of code, you can apparently do a whole lot more.

But while you can do all this, it is important to avoid overreliance on automation tools.

If you want to grow on social media, your action cannot simply abide of creating content, scheduling them in as posts, and then apathy all about them. After human involvement, you’ll miss out on assorted analytical aspects of social media, because automation couldn’t help you there.

Let’s dig deeper into a few of them.

1. Automation won’t help you make use of adored real estate

Cross-posting is a accepted affection on social tools that allows you to bound post (or schedule) the same agreeable across a bunch of altered platforms. You write one thing, and it can go out on Instagram, Twitter, and Facebook all at once.

The botheration with cross-posting is this: every social belvedere has its own little nuances that make creating agreeable for each of them a hardly altered challenge.

Most importantly, they have altered absolute points or “preview” windows for the captions you write. Check out this allegory of LinkedIn, Twitter, Facebook, and Instagram:

LinkedIn cutoff: After the first three lines


Twitter cutoff: N/A


Facebook cutoff: Exists, but questionable


Instagram cutoff: After the first three lines

These few lines or words that show up by absence is prime real estate. It is your first and foremost chance to grab a casual reader’s attention! But because this space varies, the exact same couple of lines may look altered when posted across altered platforms.

On Facebook, it may be attention-grabbing enough, but on Instagram, where only the first two lines or so are revealed, it may not. Consequently, your agreeable may allure people on some platforms, but not on others.

Other than the adored attention-grabber “real estate,” each platform’s explanation appearance limit and recommended length also differ:

While you may not always write to fill up the whole appearance limit, the ideal length of a social media post is still commodity worthy to take note of when creating content.

By relying on cross-posting, you’re missing the chance to allure as many people as you can. Don’t let it do that to the agreeable you’ve put lots of time and effort into creating. Personalize and optimize each social media post for each social media belvedere as much as you can.

2. Automation perpetuates human error

Here are some other ways relying on automation can attempt your posts, based on how platforms differ:


Instagram is belled for not having clickable links in their captions. Hence, you’d want to bethink to put Link in bio on your Instagram post explanation to direct your admirers to your content, instead of cross-posting commodity like Check it out here: [link] everywhere.

Also, bethink to manually update that link in your bio if you’re not paying for commodity like a link tree.


More often than not, the same account’s username varies hardly across altered platforms. By cross-posting everything, you risk not tagging some of the people you meant to on assertive platforms. 

Directly involving others in your social posts is one of the most answerable ways to get noticed. Make sure you do it right!

Hashtag best practices

It’s easy to assume that hashtags are well encouraged across all social media platforms. But analysis from Hootsuite and Buffer shows that the optimal number of hashtags to use absolutely varies for each platform.

What might be the most absorbing to note is that on Twitter, assurance drops by 17% for tweets with more than two hashtags.

Research by Buddy Media, graph taken from Buffer

And on Facebook, posts after hashtags absolutely fare better!

Facebook posts with no hashtags get more assurance than those with (graph)
Graph taken from Buffer

You might also think that you know the most accepted hashtags for your topic, but are you sure they the same across all platforms? Instead of blindly cross-posting the same text everywhere, do some analysis to find out the best mix of hashtags to optimize afterimage across all channels.

As a quick rule of thumb, it’s good to use a mix of semi-popular hashtags (more) and mega-popular ones (less) to boost visibility.

Format and features

The format and appearance of posts from belvedere to belvedere also differ slightly.

On Twitter, you can create polls, Moments, and accoutrement — all of which can only be done organically. On LinkedIn, you can broadcast articles. Currently, none of the absolute social media tools abutment scheduling these forms of content. So if you rely on scheduling, you are absolutely attached the types of agreeable you produce.

There are also altered optimal media dimensions, file sizes, and video length limits across platforms. If you cross-post and just use one image size, your social media tool will beforehand to upload it as long as it fits. The result? Your agreeable is paired with an billowing image. And as it is a acclaimed fact that multimedia posts get more engagement, it’s worth accepting your visuals right.

Post relevancy

If your social media action relies on scheduling posts in advance, you’re going to miss out on real-world events and trending topics that happen as they do. Arby’s social media team apparently knew that when they tweeted Pharrell during the Grammys (and got a reply!):

Someone from Arby’s was on at 8.26 PM taking one for the team there.

You might also risk announcement things that are no longer accordant or actual if you forget to go back into your social media scheduler to edit them.

All the social media tools I’ve worked with (Hootsuite, Sprout Social, Later— to name a few) do not filter out these types of human mistakes. Of course, you can agenda some posts. But to fully optimize your content, announcement organically is still required.

3. Automation also does not aftermath engagement

A Sprout Social study found that social media users expect quite a lot out of a brand. They want brands to be honest, funny, friendly, and helpful, to name a few. As Neil Patel puts it, they want commodity real.

Today, users want real interactions with real people that form real connections. They know when it’s a Cheep bot, and they don’t want that.

This means that it is acute for you, a human, to engage on social media. Other than giving your admirers what they want, assurance also comes back to help you. It is what pumps up your post, shows it to more people, and keeps the agreeable alive on feeds and timelines longer.

How will automation help you here?

Social alert may help you keep track of assurance better — including those not anon tagging you — but other than that, it’s up to you to roll up your sleeves and absolutely get your hands dirty in the social media world.

You can’t just rely on bulk scheduling agreeable and leave it at that.

You need to come back on the belvedere and use your human wits to engage back with users in a way that feels authentic. After all, it’s what users want.

Fast food queen Wendy’s knows how to do this best:

Wendy’s being Wendy’s on Twitter

And here’s them just acknowledging back all day:

It’s absolutely somebody’s full-time job.

Wendy’s isn’t even the only one. Elon Musk is pretty good at befitting things real, too:

Elon Musk adequate a archetypal 80’s bop

Now you might be thinking, you don’t even get that much engagement, so what’s there to reply to anyway? You’re not Wendy’s. Scheduling posts and abrogation them is fine because you’re not missing out on annihilation anyway.

The answer to that is: are you planning to stay that way?

Because here’s addition thing automation won’t do for you.

4. Automation will not open up opportunities

Starting off, Wendy’s-level assurance may seem like a abroad dream. However, it is absolutely not impossible.

If you’re not accepting any engagement, accede if it may be the time you tried making the first move.

Make accompany on social. Show your work to others who you think would enjoy them. Social is social — it’s not meant to be baffled alone.

Tactfully beforehand your works in conversations, comments, and other avenues that you see fit.

For example, posts asking for recommendations like this

Join Cheep threads, animadversion on LinkedIn posts, and maybe try to get a leg up by autograph for a accordant Medium advertisement that has more readers first. Just make sure that whatever you’re saying adds value.

Second, you need to do some research. For example, look up the keywords you are targeting. Are you using the terms people search for?

Go through what other players in your industry are doing. Study what other “successful” social media personalities are doing, and think of how you can tailor it for your own company. Take on Reddit and search up accordant threads. Get the assessment of your colleagues, or take your analysis a step added and ask your customers.

Research should be the foundation of your social strategy. You can’t just assume what you’re doing right, or wrong, or ways you can improve, you need to know.

By doing this, you might get ideas on how to beforehand your content, copy, and cadence. You might find people you could potentially coact with. You’ll get both afflatus and lessons, and you’ll gain commodity new.

So if your social action is simply on the automation tool level, you risk absolution your low assurance stay that way. You’ll miss out on award new opportunities gained by making accompany and doing analysis — which have to be done by you.

Just to be clear, I’m not saying “Drop all your social media automation tools now.”

They do help speed up work. What I’m saying is don’t rely on it. Simply cross-posting, bulk-scheduling, and then apathy about your posts is not enough. You still need to put in the time to use and learn social media organically.

So know what to automate, but apprehend that you yourself also need to get involved. Overreliance on these tools takes away the time-tested success blueprint to social media — being social as humans.

Published May 13, 2020 — 08:39 UTC

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