When Automation Goes Wrong

by Rob Lovegrove

Published on
June 28, 2016

The next time a ‘Social Media guru’ tells you that social media is free, please consider the actual resources required to run channels correctly. This is how I guess the conversation went at Optus:

Management: “We have to be on social media and by doing that it’ll show we’re connected to our customers – who’s going to man it?”

Marketing’s social media guru: “We’re too busy flogging handsets to Telstra customers but there’s all these great tools that automate responses so we don’t even have to do any work beyond setting some benign comments. Easy.”

Social Media Management