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Select a Social Media Automation Tool

Use case

Automate your social media posts to appear at the best times for audience engagement and improve marketing results.

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1. Create a list of specific marketing objectives and the expected growth target for each social media channel.

Examples of marketing objectives include:

  • New followers on Facebook/Twitter.
  • Increased engagement in the form of # of likes, shares or comments.
  • Clicks to your website.
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2. Create a list of features that are important for your business to automate your social media marketing.

Some examples could include:

  • Ability to schedule posts in advance.
  • Being able to connect photo/video editing tools directly to social media.
  • Ability to automatically respond to comments or messages.
  • Connect social media information directly to your CRM software.
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3. Use a site like Social Media Examiner to find and compare popular social media automation tools based on your particular requirements.

For example, you might opt for HootSuite if your goal is to schedule your own content across multiple social media channels in advance, or Buffer if you want to regularly share third party content imported from RSS feeds across several social channels.

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4. Set up a trial account with the tool that offers most of your listed requirements, and evaluate it based on your marketing objectives.

For instance, if your goal is to increase engagement, then the ability to find the best times to post will be an important objective for your business.

Similarly, if your goal is to increase prospect (and customer) satisfaction, then the ability to automate replies on social media will be an important objective.

Review the engagement or replies you received during the trial period to measure that particular tool’s performance.

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5. Keep testing different tools on your list to find out which produces the best results by the end of the trial period.

Based on your results, you can make a decision and purchase a subscription for the best-performing tool/s.

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Current Playbook:

Select a Social Media Automation Tool

Oct 24, 2021

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