One of the big risks to using social media integration is looking impersonal or robot-like. After all, if you’re regularly posting updates from your blog to your social media, it doesn’t take a rocket scientist to figure out it’s automated. If people start feeling like you’re not interacting with them personally, they’ll disconnect.
Social media integration can be a very powerful way to speed up your social media strategy and get more done in less time. However, it’s crucial that you’re also aware of whether or not you appear automated.
Here are the top 10 ways you can integrate your social media without looking like a robot.
#1: Respond to Personal Messages En Mass
Social media integration tools will allow you to check all your messages in one easy to access location.
For example, sign into Hootsuite and you can see all your Twitter DMs and Facebook PMs in two different columns. You can quickly and easily identify new messages that you need to respond to.
One of the best ways to make sure you don’t come across as a robot is to respond to every single private message or direct message that gets sent your way.
Build personal connections with the people in your network. Social media integration tools can help you save time when you’re responding to these messages. If people can’t get a hold of you, chances are they’ll feel like you’re not being authentic. If you’re regularly dialoguing with your audience however, it’s very hard to come across as a robot.
#2: Add Personal Comments to Cross-Posts
Whenever you do a cross-post, add personal comments. Don’t just use an automated system to do all the work.
For example, let’s say you have a system that lets you cross post from your blog to your Twitter. Whenever you write a new blog post, it’ll create a shortened link for you and post it to your Twitter.
Instead of using an automated tool to do it, add a personal touch. Share the blog post with a brief one-liner from you about what the post is or why people should read it.
Just this one personal touch can change the perception of the post from “automated” to “highly personal” and “added value.”
#3: Reach Out to People Who Regularly Interact With You
One fantastic way to appear more personal is to be more, well, personal.
Use your social media integration tools to follow a variety of different feeds, including feeds from all your Twitter accounts and Facebook pages.
Look for people who’re regularly participating in your feeds. Look for people who’re retweeting your content, commenting on your content or sharing your content.
Whenever you spot someone who you think appreciates your work, reach out to them directly. Send them a quick thank you note. Begin building a personal relationship.
In reality, there’s no such thing as what your “social media” thinks about you. Your social media is just the collection of all your one on one relationships. Deepen your relationships with the people who matter most and you’ll have zero risk of coming across as a robot.
#4: Look at the Birds Eye View of Your Posts
Do you sound repetitive? Do your posts have soul? Are you connecting with your audience, or are you merely putting out “clinically good” content that doesn’t have any personality?
When you look at your social media on a post by post basis, it’s very hard to gauge what the overall “vibe” of your social media messages is. However, when you take a step back and really look at your posts from a bird’s eye view, you can learn a lot about your own voice.
Using your social media integration tools, load up all the feeds of your previous posts in one screen.
Then read through your last 10 to 20 updates on each of your various accounts. What would someone who only saw these updates think? Were they warm and inviting, or did they seem corporate and stiff?
Use social media integration tools to get a bird’s eye view of your current strategy. This will allow you to see your brand the way your audience sees it. Then make chances accordingly.
#5: Retweet and Share More Often
If you’re only posting content, blog updates and tweets about yourself or your company, you won’t look like an authentic social media user. Real Twitter users also read other people’s feeds, follow other people they’re interested in, retweet great posts and share on Facebook.
Unfortunately, if you’re managing multiple Twitter accounts and multiple Facebook pages, it can be very difficult to do this in a personal yet systematic way.
Social media integration allows you to do this, without looking like it’s automated. You’ll be able to load up feeds from all your different accounts in one place, then quickly identify posts that you find valuable. You can then retweet or share those posts all from one screen.
This won’t appear robotic because you’ll only be retweeting or sharing things you genuinely like. People will get more of a sense for the kinds of content that you value.
It’ll help you appear more like a real person, rather than someone who just posts updates.
#6: Write and Rewrite Your Posts to Increase Expressiveness
One of the best things about using social media integration tools is the ability to schedule posts in advance. Instead of writing a post once and having it be final, you have all your future posts laid out in one place.
While this saves a lot of time and makes things a lot more efficient, it also has one side benefit: You get to change your posts after you’ve written them, as long as they haven’t gone live yet.
The best writers in the world often spend hours writing and re-writing paragraphs. Stephen King was once said to have spent a whole day writing and rewriting just one sentence.
Assuming that you can write a status update or tweet and have it land just right on the first go simply isn’t realistic. Instead, why not write your tweets, then rewrite them, then rewrite them, then rewrite them until they’re maximally expressive and impactful?
The scheduling features of social media integration will allow you to do just that. Use these tools to refine your posts until your personality really comes out. Don’t let your posts come out stale or impersonal. Scheduling gives you the time you need to really perfect how your voice comes across.
#7: Do Something Spontaneous
Sometimes you want to meticulously plan out each and every one of your social media messages. On the other hand, sometimes you just want to be completely spontaneous.
Spontaneity is a great way to let your personality shine through. It’s a great way to let people get to know you. It’s also the only way you can respond to extremely fast current events.
Social media integration tools will allow you to be spontaneous in a big way. Instead of having to post one message, then log out of your Twitter account and back into another, you can just post your spontaneous message to all your accounts at once.
There’s nothing quite as ironic or vibe-killing as posting a “spontaneous” message across multiple networks over 30 minutes because you had to keep logging out and logging in. Instead, use social media integration tools to post spontaneous thoughts and events as they happen to all your networks.
#8: Post Different Content to Different Profiles
One thing that screams “automation!” is when you just constantly post the same content from one network to another. While not all of your social media followers will notice, enough of them will that it’ll seriously hurt your brand and reputation.
Yes, if you write a great blog post you’ll probably want to share it on Twitter and Facebook. Yes, if there’s something important going on at your company, you may very well want to share it on both networks.
But go out of your way to shift things up and make things a little different for each network. For example, re-word the way you introduce your blog posts. Or wait a week between posting the same content to each network.
That way, anyone who’s subscribed to both networks won’t get the sense that you’re mechanically posting across the board. Instead, they’ll get the sense that you’re personalizing your message to each network – Because you are.
#9: Respond to Questions Publically
When someone asks you a question in public, try to answer it in public. Use integration tools to scan all your networks regularly to see what kinds of topics people are talking and asking about.
If people see a lot of questions getting asked without an answer, they’ll be discouraged from asking questions of their own. They’ll get the sense that you’re not really looking out for them or trying to connect with them.
On the other hand, when people see that you take the time to answer questions in public, they’ll feel valued. They’ll feel more involved in your community and want to participate. You’ll appear more real and less robotic.
Watch for @replies and mentions. Talk to people who talk to you. Whenever a question is asked on your Facebook page or in a hashtag you created, try to answer it as quickly as possible.
Social media integration tools can help you get to these questions quickly and efficiently.
#10: Make Your Branding Personal
Don’t want to look like a robot? Make your branding personal.
Start with your Facebook cover and your Twitter profile picture. Pick a color scheme and graphic scheme that makes sense for your brand and make it as personal as possible.
Use your social media tools to create posts that go along with that brand. For example, if you have a vibrant brand, post fun and lively messages. On the other hand, if you’re branding yourself as an expert on a topic, make it a habit to answer questions in deep details.
Social media integration tools can make posting, answering questions and disseminating a core brand message much easier.
Your core brand should in some way be tied to your voice. It’s okay if you have a company whose image needs to be extremely personal. You can still add your voice to it. Even Google often uses phrases like “Don’t be evil” and “We made it suck less.” Figure out your brand internally, then use the tools available to you to proliferate that brand.
These are ten different ways you can make sure that you don’t come across robotic, monotonous or automatic when you’re integrating your social media. Social media integration can be a huge blessing when used properly. Just make sure you don’t tarnish your reputation by coming off as using computer generated content.