Running a social media campaign is a time consuming business and the urge to set up a series of auto-updates can be overwhelming. It can also be quite effective if done correctly, but does have a series of drawbacks which prevent it achieving the same response as a personally run campaign; however, the time saved may justify this. So should you keep it personal or auto-update?

Obviously the biggest drawback with automated updates is the removal of personal response to your followers and fans. In automating the campaign you are unable to react as quickly or personally to any comments, questions or answers you may receive from those following you. It can also look as though you are ignoring a potential client if you don’t respond to their request but keep updating with other information – not a great selling tactic.

Similarly, it means you can only update pre-determined material, rather than reacting to industry news and events as they happen.
On the plus side, auto-updates enable you to update your site 24 hours a day, potentially interacting with followers around the globe in a way that would not be possible if you were only able to update in working hours. As any conversations that begin this way will be subject to delays because of the time difference, the downsides of auto-updating are largely offset.

In reality, a mixture of auto and personal updates will probably not harm your businesses social media profile, the damage really only occurs when a campaign becomes reliant on it.