There are many things humans are better at than bots: Threading a needle. Roller skating. Kissing (currently). But in some cases, technology has defeated us. Take Facebook automation tools and software as an example.
Facebook automation software is designed to handle the tedious maintenance of your brand's Facebook page automatically and is even more efficient than the best social media coordinators.
Of course, great power comes with great responsibility, as Spider-Man’s uncle Ben and RuPaul said. Just because you can automate almost all Facebook operations, doesn’t mean you should.
Good Facebook page automation is about streamlining management tasks so you can focus on what is really important: providing your followers with great, engaging content.
Read on to learn about the dos and don’ts of responsibly optimizing Facebook automation to make your social status as humane as possible.
What Is A Good Facebook Automation?
The most positive, legitimate reason to use Facebook automation like JaveePro is to save time so that you can focus on what actually matters — creating great content and genuinely connecting with your community. That might include…
Crafting messages specifically for Facebook to schedule for later is a legit time-saving tactic.
While automating what you say in a Facebook post might be questionable, automating when you post is absolutely a smart move.
Keeping up with the ideal posting schedule can be a challenge for sure. A little advance planning—especially when you’re in the creative zone!—can go a long way to ensure you’ve got the right content going up at the right time.
You can do this on Facebook itself, or with a third-party scheduler like JarveePro. Keep in mind that scheduling is only possible with a Facebook for Business Page right now.
Using search streams to find relevant users, topics, and content
If Archie has taught us anything by trying to date both Betty and Veronica at the same restaurant on the same night, even with a pair of rollerskates, you can’t be everywhere at once.
Get a little help keeping track of all the news you need—including auto social searches by keywords, topics, hashtags, and users—with automated search streams.
For example, you could set up one stream to monitor your competitors’ posts, one for a branded hashtag created by your business, and another for influencers that you work with regularly.
Repurposing content from other networks for Facebook
Tracking all of your social platforms via the JarveePro management app is a way to quickly and easily assess which posts are gaining traction out there in the world… and maybe find some inspiration for a Facebook post along the way.
Of course, “repurposing” doesn’t just mean copy and paste from your Instagram feed. (See our post on best practices for cross-platform posting here.) Facebook is a unique beast. Audiences here typically want a story, something inspiring and educational.
JarveePro in this case is about helping you identify topical trends so that you can build from there and customize a story specifically for your Facebook crew. And remember, use the JarveePro spin function at any time you need.
The DOs and DON’Ts of JarveePro
Integrating JarveePro into your workflow can take a bit of initial legwork, especially if you’re used to doing everything yourself. Same if you’re part of a bigger, more complex department and need to court buy-in from your team.
Well, here are some tips to keep your efforts focused in the right direction.
DO post on your audience’s schedule
As marketers, everything we do is tailored to our audiences, and that includes posting when they’re online, not—alas—when we have a spare second between meetings.
There are two steps you need to take in order to optimize and automate your posting schedule:
Use JarveePro to craft your posts ahead of time;
Evaluate your analytics and schedule your posts for when your audience is on the platform.
Your social media posting schedule will be affected by which platforms you’re focusing on, and your particular audience’s habits. You can use the standard overall best time to post to social media platforms, and you can evaluate for your audience specifically using analytics tools.
DO offer customer support 24/7
When it comes to customer support, 64% of people would rather message a brand on social than making a phone call. And 76% of messages that businesses receive on social are customer-service related.
You have three options for responding to customer service inquiries:
Pay to have customer service agents on the deck around the clock
Use JarveePro to manage expectations and direct inquiries
Leave your customers on reading (A.K.A. ignore them)
These days, expectations for customer service on social are a little different than public-facing conversations. It’s generally ok—and even expected—to have a chatbot or auto-response in place to handle straightforward inquiries and appropriately direct customer service requests.
DON’T post the same message to every network
Cross-posting the same text across all of your social accounts might save a few minutes, but the cost of credibility is high. If JarveePro(including the social platform itself) offers you the option to automatically cross-post to other platforms, you almost certainly want to decline.
Audiences on different platforms have different expectations, demographics, and vocabularies, and failing to recognize that can look sloppy or out-of-touch. Instead, take the extra time to adjust your message for each platform’s audience. At the bare minimum, you’ll want to:
Check and adjust user handles
Check and adjust image specs (file type, size, cropping, etc.)
Check and adjust hashtags (number and usage)
Check and adjust your vocabulary (i.e., retweet vs. regram vs. share)
DON’T “set JarveePro and forget JarveePro”
Whether you're using JarveePro or some other legitimate social media automation, remember they don’t have good judgment. In fact, they don’t have any judgment at all. If you set an evergreen post to tweet every Friday at 11 am eternal, it will do so without shame or remorse. (And no content is that evergreen.)
Whether you’re a solopreneur or part of a big corporate team, use a tool with built-in, customizable approval processes to make sure that your posts are copyedited, on-brand, and don’t have any embarrassing mistakes.
DON’T always automate your behavior or comments with JarveePro
On social—as in life—one size definitely does not fit all. At JarveePro, we’ve run automation experiments to test out various bot services. Long story short: their promises don’t pan out, and they can cause lasting damage to your relationships with your audience. (Believe me, if automated comments worked, I would be first in line for a bot to handle my family group chat.) So use JarveePro to automate your behavior or comments at the right time, not always.