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Facebook Automation: Good vs Bad

Don’t fear the roboot uprising. 

Facebook automation shouldn’t be feared. It should be embraced for the flexibility it offers brands and customers. But not all automation is created equal.

While you may consider yourself the world’s greatest social media manager or digital marketer, there are simply some things that automation software can do more effectively than humans. And you shouldn’t feel bad about it. You’re only human. You should be focussed on doing the things that only humans can do. 

Facebook automation tools allow you to focus on content creation and community engagement, while they handle the tedious elements of running your page (or pages).

When it comes to embracing these tools, remember one thing: work smarter, not harder. Let’s take a look at what both good and bad Facebook automation looks like. 

Bad Facebook Automation

Before you can dive into the world of Facebook automation and start kicking up your heels, it’s important to understand that there are good and bad tools, strategies, and implementations. 

Bad Facebook automation is easy to spot, and that’s because it often looks and feels like spam. Implementing automation into your brand or business’ social media strategy isn’t something you should take lightly. Make sure you do your research and only trust reliable and tested tools.  

When it comes to automation, as a rule, avoid the following:

  • Buying followers 
  • Automating likes and comments 
  • Automated direct messages 
  • Cross-platform sharing 

Good Facebook Automation 

Not all automation works in the same way. Now that we know what bad Facebook automation looks like, let’s look at what the good stuff looks like. 

The reason your brand or business is on Facebook is to connect with your existing audience and reach new ones. Sounds pretty familiar, right? Good Facebook automation allows you to save time with all the tedious (but necessary) tasks, so you can spend more time making content and focussing on your community. 

Here are some examples:

  • Repurposing content from other social networks
  • Chatbots for initial (and we mean initial) customer service interactions
  • A/B testing your Facebook ads
  • Creating performance reports
  • Scheduling messages 
  • Saving replies to FAQs

Still dipping your toes in the Facebook waters? Learn the basics with our Facebook Essentials webinar

Cal McLean
A born and raised sandgroper, Cal only ever dreamed of one thing growing up: the squeaky courts of the NBA. But his inability to dunk squashed that dream. Cal is the Marketing Coordinator at Coffey & Tea.