On Small Business has a new feature in which young entrepreneurs will answer common questions about small business owners’ social media needs. The following answers are provided by the Young Entrepreneur Council (YEC), an invite-only nonprofit organization comprised of young entrepreneurs.
With the advent of tools like Tweetdeck and Ifttt, social media updates can be made automatic across platforms. But do followers want a more personal touch?
Caitlin McCabe, founder and CEO of Real Bullets Branding in Boston:
“We don’t like to use automatic sharing very often. The reason we don’t like to recommend it is because we think that brands need to offer unique content on their various platforms. When you create a blog post that pushes to Twitter, Facebook and every other profile you have, it’s fairly obvious to your social media community that there’s no one manning the ship. If you really want to promote that post on every channel, then spend time creating other unique content for each social outpost.”
Nicholas Reese, chief executor of Microbrand Media in New York:
“Over the years, I have been torn on this subject. Since we run a very nimble but highly profitable company, we don’t always have extra human power to put directly toward social. That said, on some of our smaller projects we have tested some of the automated sharing tools and they always seem to be lacking. At the moment, we still have some campaigns set up to automatically tweet our RSS feeds, but everything automated always seems to be, well...automated. So we tend to avoid it.
“To help keep our human side while still staying lean, we try to craft a brand personality for each of our long-term projects. Sometimes a crafted personality is playful and fun, while others may be serious and sophisticated. From there, we are able to write batches of tweets and schedule them out, but that is about as automated as I like to go.”
Justin Beegel, founder of Infographic World, Inc. in New York:
“I guess I’m more traditional and old fashioned — I don’t use any automated sharing. It might have to do with the different sites each having different quirks to them, which affects how the post appears. So if I only have 140 characters for Twitter, I’ll have to be more succinct than I would be on Facebook, where there’s no limit.”