Most of the interactions on social networks are being attended manually, which represents great scalability problems. A report by Brian Prentice, Gatner Research VP , comments that more and more businesses are adopting social media to promote their brands , and that therefore the need for automation will have to increase. According to the report, in 2010 the average Business Development Directors Email Lists of Facebook users was between 120 and 150 friends, a large percentage of these being non-real people. This proportion is increasing and for some of us that idea is a bit freaky (although I know that in this there is a great opportunity for those of us who are dedicated to digital marketing ). Why Social Media? Social media is the “golden egg” of any contemporary digital strategy with almost any brand trying to understand how to use these media in an intelligent and persuasive way. The first approach to social media usually starts with the basics; creating a Facebook or Twitter page, updating customers on events, contests or competitions and giving prizes to customers to try to attract or retain.
The move towards automation
Currently the majority of social media interactions are being serviced manually, which clearly represents major scalability issues . Users on Facebook expect immediacy, if they ask a question on your wall, they expect an immediate response . In a company where I worked, there was even a team dedicated to social media , basically answering pre-made responses that people were posting and in which at some point a Betting Email List of the team answered something they shouldn’t have said and it made a fuss. Examples of these there are thousands! 3 The answer to the semi-automated is inevitable . Many e-commerce already have “Live Chats” that work in this way. How many of us have experienced automated responses when we call a Call Center or customer service? Even the people who work there, and who are genuinely “human,” read responses from a pre-made script. Therefore, should we worry about making friends with software instead of real people?
Ok – so when we receive an email from company X, confirming that we have signed up for something, we are not affected by knowing that it is an automated response , since they are usually practical, transactional and non-emotional responses. But on the contrary, if we have a complaint or a compliment to make to a business, there is nothing worse than receiving a bland or generic response.
The same applies to Facebook . For many of us it is purely a social site where we are constantly updating our friends on our life, posting photos of trips, parties, friends, dogs, cats and more. Receiving a message from the brand on your anniversary or birthday would be a bit like having a Telefónica commercial at the party trying to sell you something.
Surely, the main objective of social networks is that we feel that we are in contact with “real people” especially when we do some kind of interaction with our favorite brands. But it appears that companies in planning their social media voice, tone and personality strategies are actually having some trouble “humanizing” their interactions.