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Automation is good as long as it's a human-to-human interaction procedure. Using Human-to-Data-to-Human processing can prove harmful to a brand's presence on Social Media Networking sites. A professional social media agency can fill the void of a brand trying to establish its presence online. Social Media's popularity is increasing by the day. What makes it so popular is it’s functionality to make ourselves able to connect to anyone very easily. Social Media is all about creating human connections on the web and then transforming them into enduring relationships by active participation. Marketers now have started assuming this as a 'get popular quick' opportunity and start to network extensively. In this method, marketers often automate the processes and have put all of their efforts on “auto-pilot”. But is this going to help? Some great points put together by LisaBarone: The term 'Social' points out to certain interactions between living organisms. Being Social on the web can be great fun; Making friends and then getting into a conversation is something which needs human involvement. For marketers, this is even more crucial. They need to have an active participation in order to make their Social Media efforts successful. This process can't simply be automated. There are several twitter accounts I've come across in the past few days, who have more than 50,000 following and very less number of followers. Now all of a sudden, their followers have risen upto 40,000 or so. That is certainly the gift of automated reciprocation from the other side. People who visit these accounts may consider them as Social Media specialists or something like that. But the saddest thing is that in this course, they didn't even have a single mention or a retweet. Are those followers worth having if you don't interact with them and they also don't do the same with you? Social Media Marketing is effective. But jumping into the Social Media Sea just for the sake of having a Social Media presence will not help anybody. We need to have an engagement from our audience and there is no tool available to automate that. Social Media is not about hunting. It is about farming. It’s about cultivating relationships. It can only be possible through active human participation. Jay Baer says “Activate your fans, don’t just collect them like baseball cards.” Human interaction is the essence of Social Media. Old-school marketers are used to one-way marketing communication and a sales approach that talks at the customer rather than with the customer. That just doesn’t work anymore. For our Social Media efforts to be successful, we need to participate actively. We need to get closer to our audience and should try to understand ther needs, preferences and emotions. It is something to be enjoyed, to get involved into. Unless you are loyal to your efforts, your efforts can't create loyal customers. Jaikant Shardul is a Digital marketing professional who has worked with over 50 brands across the globe and is now employed with a Social Media Agency – Vizz Media. He writes interesting articles on various Social Media Networking Services and how they affect various industries.
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