People might mistake a marketing automation software with an automated marketing bot, and may mistake the increasing filtering changes in all social networks with a mass blockade to their social media strategy. If you're doing your homework and working your content properly, this is further from the truth.
Months ago, Facebook announced that it would make changes in its algorithm to privilege friends and family information on its news feed.
Now it's Twitter's turn. Earlier this month, the company announced that it was introducing new features to give users more control over what they see and interact with, following high-profile abuses. Among some of the changes they announced, users will be able to limit notifications to only people they follow, and filter out automated responses.
The mention of the word “filtering” is a headache for people working on social media marketing.
“When turned on, the filter can improve the quality of Tweets you see by using a variety of signals, such as account origin and behavior. Turning it on filters lower-quality content, like duplicate Tweets or content that appears to be automated, from your notifications and other parts of your Twitter experience.
It does not filter content from people you follow or accounts you’ve recently interacted with – and depending on your preferences; you can turn it on or off in your notifications settings.”
The company has been increasing its security for some time. HubSpot’s Meghan Keaney Anderson recalls that, over the past year, the company has introduced changes such as:
- Media attachments excluded from the 140-character
- Connect tab to for customized contact recommendations.
- Increased anti-harassment features.
However, filtering is not a threat if you’re doing your Inbound Marketing Strategy properly. First, because you're providing high-quality, remarkable content. Second, because filtering out spammers can help in lead nurturing and demand generation with valuable (and organic) interactions with the right audience -based on content. Twitter is only clearing out some of the noise.
1. Marketing Automation Software Doesn’t equal Automated Social Media Responses.
A (good) social media marketing strategy within Inbound Marketing includes a careful development process that includes:
- Social monitoring, as a research stage.
- Social publishing, as a writing stage.
- Social reporting, as an assessment stage.
Social monitoring helps us see what are our buyer persona’s interests and pain points, and what is buzzing in the sphere to provide engaging and attractive content. On the other hand, social reporting helps us review how are we doing. For instance, how many people saw us, retweeted us or opened our links.
Social media marketing automation tools such as HubSpot helps you schedule and promote your content on channels like Twitter. However, nobody will see the content unless they’re genuinely interested in the topic, given their preferences and search history.
2. There are (and should be) No Bots Answering Behind a Twitter Account.
If you tweet identical replies to different people, you are telling them that you’re copying and pasting the message. Twitter can also suspect that there’s a machine behind the account instead of a person.
Inbound Marketing is about using content to attract prospects. So, when it comes to automated responses, there are no bots behind it.
Honestly, it's only us.
What marketing automation software does to help is assisting the company with intelligence and information to generate customized and personalized responses, so when you communicate directly with people on Twitter, you realize how they are relating to your brand.
Just imagine this case:
Company: "thank you for retweeting our message! How can our solution help you in your dilemma?
Person: "I 'm your customer and I already use your solution!."
Clearly, the people behind the Twitter account weren't doing their homework.
3. Inbound Nurtures Social Media Campaign with The Right Information.
According to HubSpot’s The Future of Social Media Lead Management, the key to building followers on Twitter is to find the right type of information to post and identify well who you should share it with.
“Content is the key to increasing the pace at which you attract new social media followers. The content you post on social media platforms travels well beyond the current followers you have.”
On the other hand, it’s important to give sales social media lead intelligence. If you’re quoting or messaging someone, make sure it’s for the right reasons.
To be useful, a Twitter Ads campaign, for instance needs a good organic content strategy and feed it with the right information.
4. Inbound Prevents you From Focusing on Yourself, as it is Centered on your Buyer Persona
We are all in love with our products and services. However, we need to remind ourselves constantly on what can make our buyer persona love them as well.
It’s not about who do you want to find, but who will be interested in finding you.
It’s not about the content or keywords you want to promote, it’s about the content and keyword your (right) audience are searching for.
However, if you don't do your research, you may be getting traction, visits and followers, but very few of them match your ideal buyer persona.
Just imagine you’re a B2B software-as-a-service for human resources.
You may provide valuable and exciting content about jobs and recruitment. However, if you fail to monitor content and buyer personas accurately through social media, and stand by the reports their performance gives you, a good ads campaign can get you a large number of followers looking for a job instead of recruiting for a job.
At the end, with Inbound social media marketing, you shouldn’t worry about people filtering you out, but you filtering out prospects in.
Do you use a social media marketing strategy? How do you nurture organic content on Twitter?