Social Media Tactics that Deserve to be Bulldozed
There are good social media tactics, there are bad social media tactics, and there are social media tactics that deserve to be bulldozed.
In the crosshairs today are those social media tactics that have gone past being dead in the water; so far past that they have started bloat, smell, and risk contaminating an otherwise fresh experience. They are ruining it for everybody and they need to be levelled.
What follows is a list of social media tactics that should be condemned to the past, where they belong.
1. Automated Twitter messages (obviously)
If I hadn’t already made it perfectly clear, automated Twitter messages are on the verge of making the Twitter inbox obsolete for highly-active users. Primarily users make use of the standard “Thank you for following – insert pitch here” format. It’s nigh-on devoid of reason as there’s nothing private about it. It may as well be a tweet.
If you want a user to actually engage with you, reach out with something of value to them. And do it publicly. Direct messaging can and should be reserved for customer service and private matters, which can then be shifted to email. Bulldoze that bot.
2. Facebook groups for events
There is nothing more harrowing than being added to a club-night guest list group by a random promoter acquaintance you haven’t seen since Freshers week at University eight years ago. But it happens.
I’m not completely sure where the inclination for creating private groups for public events on social networking came from – perhaps it’s a result of users being stuck in the dark ages. But its about time it stopped. Creating and promoting an event through your page on Facebook is the correct way to do it. Your friends want to be invited – not accosted.
3. Automated Instagram comments
No matter how hard you try to make your automated Instagram comments sound authentic, they just don’t sound real. What’s more, they aren’t fair on everybody else as hashtags that are practically owned by bots fluff up engagement rates by polluting them with empty numbers.
And what’s worst, you won’t know where and what has been commented on on your behalf unless it is responded to. This means you can’t keep track of actual engagements.
Some services can seem intuitive enough, making use of hashtags to target content that might want to engage with. But at the rate that automated comment services work, sooner or later one of those seemingly random innocent comment combinations is going to look not-so innocent next to a particular photo – say for instance the comment “Wow, gorgeous! ????” was generated next to a photo of a dentistry operation. Not good…and irrelevant.
4. Mindless, useless tagging
Tagging can undoubtedly come in useful for expanding reach and building social media discourse. But like anything else on social media, it should only be engaged with if it offers value to users. Tagging a user in a conversation that is of little or no importance to them is a redundant endeavour and can actually harm a brand’s image. It is effectively wasting their and your time.
The key with tagging is to definitely do it when a piece of content or a conversation allows, but don’t go looking for it.
5. And finally, letting your political opinions run your Twitter account
This may sound ridiculous and obvious, but now is not the time for your brand to start getting politically fired-up. In fact, unless your business explicitly requires your engagement, you’d do well to avoid politics all together for the foreseeable future.
So, to recap; don’t let the robots takeover, don’t force users to do something they don’t want to do, and definitely don’t let your political stance ruin your otherwise jovial voice.
Edited by Olivia Newman – 17/10/2019.