Social Is As Social Does

I’ve had this belief that social media is the gateway to face to face interaction and relationships. And meeting people in person that I’ve met through social media has resulted in some great friendships. But those friendships never would have been possible if the conversation didn’t start on social.

We starting to live in a world where automation is becoming the norm. At work, school, and home, automation has been pitched as a way to become more efficient. Why do something tedious if a machine can do it for you?

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Automation has it’s place, but not in social media for me.

And to be honest, I’ve bought into automation for the most part. I have Alexa and some IoT devices at home automating some things for me and some of my bills are paid automatically. I also believe some marketing automation is good too, although it is embarrassing to receive an email from a company to pitch their product when I already have it. And when I first got started in social media, I bought into automation as well.

When I first joined Twitter, one of my goals was to get a lot of followers. As someone that was new to the platform, follower count was a big deal for me. And I also think that when I first joined Twitter (I did make an exit at one point and came back), the numbers actually meant something. This was before social scheduling apps and sites existed or became popular to use. You actually had to be online in order to share content, which meant that you had to be active.

I remember when social automation sites entered the scene too, and I will admit that I’ve tried and used them. There are some that will let you share blog post from a site right when it’s posted. There are some that will allow you to schedule your posts so that you can reach your audience at the most optimal time of day.

There are other kinds of social automation tools that help you grow your following by helping to identify people to follow based on your interests and expertise. Other tools just help you follow people automatically.

I’m not here to pass judgment on social automation. It is my personal preference to not use them, and if you do that’s your choice. But in my opinion, the area where automation cannot help you social is in conversation. Let me clarify, we can program bots to engage in conversation for us, but then it wouldn’t be genuine. And in my opinion, conversation is the the cornerstone for relationships on social media.

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If you really want to connect with your audience, have conversations.

Everything revolves around conversation on social. Even if your sole intention is to just get your content more visibility, however selfish that is, it starts with conversation. Conversation builds a relationship, and it’s that relationship that will prompt others to want to share your content (assuming that it’s useful) which will give it more visibility.

Social is as social does. Brands and individuals alike, what you put into it will determine what you get out of it. If you want to be a newsfeed, then expect newsfeed results. If you want to connect with others, understand your community and audience, start having a conversation.