Friday, January 13, 2012

Automation and Interaction: Why We Need BOTH in our Social Media Platform

By Lynn Serafinn .
At long last we have reached that prophetic (if not hyped up) year of 2012 so many of us have been awaiting. According to many futurists, this year will mark the beginning of unparalleled expansion of awareness and global consciousness. And based upon the explosion of social media over the past few years — and most especially its evolution in 2011 — we do indeed seem to be ever-increasingly expanding our potential for awareness of our world. How many of our grandparents could possibly have imagined being “friends” with people from every corner of the planet, or having possibly tens of thousands of “followers” who know your name, what you do, and what you stand for?

But with our expanded capacity for connecting with others, we also find ourselves with an information overload. Sometimes there is just too much coming at us all at once, and we can get overwhelmed. We’ve all tried different ways to organise both our incoming and outgoing data. When it comes to organising our social media, integration and automation seemed like “the” solution, but we find ourselves yet again in an information overload situation. There are just so many different options on the market that we often find ourselves asking, “Isn’t there one RIGHT way of delivering and filtering through my social media information?”

In my work, I help business owners (primarily authors and holistic professionals) set up their social media integration and automation, and train them how to use it. But the induction process into the world of Twitter, Facebook and the like can often shake up many emotions and challenge many beliefs. Some people who are new to social media might have a pre-conceived idea that automation takes the “social” out of social media, and therefore eschew the convenience automation has to offer. These people end up working harder rather than smarter, and risk burning out on social media before they reap the rewards. Others, who don’t really like the idea of social media at all, but see it as a “necessary evil”, want to automate everything and don’t want to bother connecting with their audience. As a result, these kinds of people frequently become convinced that the lack of response they are receiving from their audience means, “Twitter (or whatever) is simply a waste of time!”

Yes, I’ve heard it all before.

Regardless of whether you recognise yourself as being similar to one of these two personality types, or you are already an enthusiastic social media devotee, let me assure you, social media can have a massive impact upon the success of your business. My own business was utterly built upon it! But in order to make it work “smart” for you, and to ensure you receive all the benefits it has to offer, you need to understand that BOTH automation AND interpersonal connection are EQUALLY important to running an efficient and effective social media platform because:

Automation is needed to deliver your content.

Interaction is needed to build relationships.

Learning the balance between these two can be a steep learning curve for many of my new clients. As demonstrated in the previous examples, those that depend upon one and fail to implement the other tend not to reap the results they seek.

But what makes the learning curve even more challenging is that to stay on top of things, you need to get used to changing your strategies all the time. This is because the social network platforms themselves (i.e., Twitter, Facebook, etc) are always in a state of evolution, and the plethora of third-party applications available to support these platforms are also always in a state of continual change.

The plain truth about social media:

Sometimes clients come to me expecting to learn the definitive system for social media. And while I tend to do things in a systematic way for myself, the truth is: there is NO magic “one size fits all” way to “do” social media. Your situation is not the same as mine. Your business is not the same. Your communication style is not the same. Your audience is not the same. Sure, there will be many similarities, but if ANYONE out their claims to be a guru, and tells you they have “the” one-stop solution for your needs, you’d be pretty safe to bet it’s a scam. Don’t spend your money on such claims (I’ve lost more than a few quid on such false promises back when I was a newbie).

But the fact that there are so many variables is not the only reason why there is no end-all magic bullet for social media. It is also because all the social media tools out there are all continuously changing, sometimes for the better, sometimes not. And as they change they create a butterfly effect upon each other. So you really have resign yourself to the fact that social media is a fluid system, and that there will be a continual process of learning involved. Even a Rubic Cube is easier to figure out, because the cube is a stable system that doesn’t change.

But the good news is, the more you know, the easier it is to adapt to this ever-flowing sea of change. For that reason, I thought it would be a good idea to write an eBook, going through some of the currently most popular social media tools for distributing your content:

Buy Kindle edition on Amazon US/Canada for only $2.99
Buy Kindle edition on Amazon UK for only £1.98

Don’t own a Kindle? You can download a FREE Kindle Reader App for PC, Mac, iPhone, iPad, Windows Phone 7, Blackberry or Android (and new ones being added regularly) from Amazon:

Amazon US/Canada:
Amazon UK:

In Social Media on Autopilot: Nice, Necessary or Nightmare? [Kindle edition], I bring you 5 details product reviews intended for business owners on five of today’s most popular social media applications: Ping, TweetDeck, Twaitter, HootSuite and Tweet Adder. Each product is evaluated on virtually every feature it offers, and ranked in terms of its usefulness, reliability, automation capabilities, interaction capability and mobility.

Accessible reading even for the “newbie”, this report and help you find out how the pros use Twitter, Facebook and other social networks without selling their souls or spending every waking hour at their computer. At the end of this report, you will also find some useful bonus materials covering options for integrating your media, and some ideas for using social media apps on your mobile phone.

I have helped dozens of authors and online business owners reach the top of their field through social media. Nearly all my learning has come the “hard way” by spending countless hours at my desk, trying to find products and figure out what was best. For a mere $2.99, this detailed report (at 15,770 words, it would have been about 50 pages if I had printed it in paperback format) you save yourself months of research and trial and error.

There are even a few free gifts for you at the back of the eBook.

I hope you find this booklet useful. If you do, please do come back and leave a comment on my blog (or better yet, post it on Amazon!). Also, if you have any suggestions for eBooks you would like me to write, please let me know that too in the comments on my blog. That would be REALLY helpful to me!

And do please subscribe to the Spirit Authors blog for more info and insight into the world of writing, publishing and book promotions.

Enjoy going on autopilot!


Lynn Serafinn, MAED, CPCC is a certified, award-winning coach and teacher, marketer, social media expert, radio host, speaker and bestselling author. Her eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. In her work as a promotional manager she has produced a long list of bestselling mind-body-spirit authors. She is also the creator of Spirit Authors, which offers training, coaching, business-building and inspiration for mind-body-spirit authors, whether established or aspiring. Passionate about re-establishing our connection with the Earth, she supports the work of the Transition Town network in her hometown of Bedford, England.

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